Autotrader Shines Light on Car-Buying Triggers for Younger Drivers
Autotrader, the UK’s largest automotive marketplace, has launched the first campaign within a new brand platform designed to build unrivalled salience among car buyers at the point they realise it’s time for a new vehicle.
Developed by global creative agency IMA, headquartered in Leeds, ‘It’s time for Autotrader’ will mark a new chapter of communications for the Manchester tech business, positioning it as the go-to destination for car-buying and -selling, whatever part of the journey you’re thinking about and whatever is going on in your life to make you think it.
The first campaign aims to build relevance among 25-34 year old drivers who are less familiar with the brand, leading with relatable snapshots of everyday British life that get people pondering the need or want for a new car. At the centre of each snapshot - from expectant parents and awkward dates, to longing looks at red lights and uncomfortable road trips - is the dawning realisation on someone’s face: maybe, it’s time for Autotrader.
The campaign’s creative was developed with an AI-first approach, using an innovative blend of production approaches to cast and craft each scenario. The campaign will be delivered in paid media by The Specialist Works across a high-attention and high-frequency plan, led by OOH, Digital, Radio and Podcasts, and supported by Video, Display, Streaming and Social. The media mix deliberately stretches outside of traditional media choices in order to engage the newest generation of car buyers, and is expected to meet 96% of 25-34s at least once.
Under the new ‘It’s time’ platform, the campaign is supported through influencer marketing activity by Seen Connects, digital performance media by Open Partners and PR by Hope&Glory. The platform will also come to life through Autotrader’s owned channels and platforms including onsite and email, as well as YouTube and organic social activity on Instagram, TikTok, Facebook and Threads, targeting its 5 million followers and subscribers.
Rox Nejad, head of brand at Autotrader said, “As the UK’s leading automotive marketplace, we have an unrivalled choice of cars available for consumers to pick from and we help people buy with clarity and conviction. However, such a breadth of choice can be daunting, especially for the next generation of buyers. Buying confidently starts with knowing where to turn. That’s why our new multi-channel campaign ‘It’s time for Autotrader’ is built to make us the instinctive place to start your car-buying journey when you realise the time is right.”
Ben Ducker, executive creative director at IMA said, “This is the first look at what we believe will become a long standing platform for an iconic brand. ‘It’s time for Autotrader’ allows Autotrader to speak on an incredibly insightful and human level to engage consumers across the automotive market. Creatively, it gives us license to showcase all manner of life moments - big and small, universal and nuanced - that might lead a person to Autotrader’s digital doorstep. What’s more, it’s fun, honest, and allows the brand to communicate with the sharp simplicity of thought and confidence you expect in a market leader. We’re seriously excited by the alignment of ambition we have with Autotrader and the creative possibilities, and look forward to pushing this new era forward together.”
