AutoTrader wanted to improve consumer understanding that you can buy brand new cars on AutoTrader and ultimately boost conversion.
Looking to target all UK car buyers and ‘new car considerers’, Autotrader knew that their campaign had to run in an impactful environment that would help maximise awareness, strengthen brand impressions, and increase brand consideration among its target audience.
Plan
Knowing the benefit of cinema as a medium that not only maximises reach, but also provides an attentive environment, AutoTrader showcased the hero 30” copy across showings of films including Gladiator II and Beetlejuice Beetlejuice.
The campaign also ran with additional 20” and 15” copy across TV, BVOD, Social, YouTube, Online, Radio and Outdoor.
Results
Cinema was successful in helping AutoTrader launch the new creative and deliver significant uplifts across numerous key metrics.
