Auto Trader targets growing families with TV campaign
Online marketplace Auto Trader has rolled out a new campaign aimed at growing families that to upgrade their cars.
The TV campaign runs for two months from 1 September and focuses on a family’s need to change cars.
The ad follows the imminent arrival of a new baby, as shown through the eyes of a young boy helping his Dad prepare to sell their car.
The creative aims to show the ease of selling a car through Auto Trader as well as the range of cars available.
Naomi Hahn, director of audience and brand at Auto Trader, explained: “It’s really important for us to continue to grow our audience and that’s all about increasing our relevancy to consumers. We help throughout the whole car buying process and our new ‘Little Sister’ campaign shows consumers just how easy it is to sell their car through Auto Trader, and also offers them a huge choice of cars from thousands of dealers and private sellers to buy.”
The campaign promises to reach over 20 million ABC1 adults, Auto Trader’s core buying and selling audience, as it rolls out across ITV, Channel 4, Sky 1, Sky Atlantic and E4; as well as demand websites including 4od, Sky Go and Demand 5.
To support TV, the campaign will also include activity across digital display, social, PR, email, direct mail and PPC as well as a planned ‘take-over’ of Yahoo and The Telegraph.
Simon Clancy Group Creative Director from Isobar comments: “"Selling is often an afterthought when upgrading to a new car. We hoped to demonstrate that Auto Trader makes the process easier, and a little extra effort is worth it in the end."
Isobar handled the creative while Vizeum was responsible for media planning and buying and iProspect managed digital activations.