Autotrader has launched the second phase of its multi-million-pound brand campaign, aimed at keeping the platform front of mind for car buyers during key decision-making moments.
The company said the campaign has already delivered 268 million impressions since October, and the second phase is expected to generate a further 337 million impressions by March.
Autotrader said the second phase will run on an always-on basis until March and is designed to drive more engaged buyers to retailer adverts during a critical research and buying period.
By the end of March, the campaign is expected to have delivered 645 million impressions.
SpudBros collaboration
As part of the activity, Autotrader has partnered with social media duo SpudBros to launch what it describes as its first drive-thru activation.
Selected motorists will receive free signature jacket potatoes while obtaining an instant Autotrader car valuation.
The Preston-based creators have a combined following of more than 4.8 million across TikTok and Instagram.
Autotrader research shows that 44% of British car owners are unaware of their vehicle’s value.
The business said the activation is intended to encourage motorists to visit the platform to value their car and consider the timing of their next purchase.
While the wider campaign targets car buyers across all age groups, Autotrader said the SpudBros partnership is designed to resonate particularly with younger buyers, a segment it identifies as both highly engaged and less confident when purchasing a vehicle.
Rox Nejad, head of brand at Autotrader, said: “Building on the momentum of our initial activity, this second phase of our brand campaign is designed to make a real impact during this pivotal period for the market.
“We’re excited to partner with SpudBros, whose trademark energy and huge social audience will help us connect with younger buyers in an innovative and memorable way.
“Whether it’s by leveraging our technology or our data, or through these significant marketing investments, we’re confident we can support our partners and truly move the dial where it matters most.”
The campaign will run across digital radio, podcasts and out-of-home advertising, alongside video, display, streaming and social channels.
Autotrader will also work with family-focused influencers and media partners, as well as target its owned channels, including its website, app, email, and search activity.