Auto Trader emphasises range online
Car site Auto Trader (www.autotrader.co.uk), which has earmarked £7 million for online advertising in 2005 (Revolution April p9), has launched a 12-week online branding campaign to demonstrate the breadth of vehicles it offers.
Featuring overlays and banners across third-party sites FHM.com, Thesun.co.uk, Rainbownetwork.com and Skysports.com, the push uses creative from the Perfect Partners campaign by JWT.
Online creative by Harvest Digital plays on the theme of a three cup magic trick, to differentiate random car hunts from Auto Trader's search of thousands of vehicles. It uses the strapline: "With over 3,000 vehicles, Auto Trader can help you find your perfect partner."
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The site is also offering a Peugeot in a competition where entrants collect tokens from the magazine or from a microsite, to enter a prize draw. The publisher is giving one car a month away for three months. The competition is being promoted on the site through banners, Skyscrapers, hotspots and pop-unders.
Jonathan Williams, head of marketing at Auto Trader, said: "The online campaign has been designed to help drive awareness of the extensive choice of vehicles Auto Trader offers online and via the magazine, as well as to encourage entry into the draw and increase visitors."
He added: "We will reach 1.3 million users and success will be measured by the number of interactions, clickthrough and the volume of tokens printed which will hopefully increase circulation."
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