Perceived as a site for car enthusiasts, Auto Trader wanted to appeal to a broader audience of car buyers. Our new brand positioning 'What drives us is you' put the focus purely on the success of their customers. But, just saying it wasn't enough. To demonstrate this new commitment we developed an intuitive new search tool, helping unconfident buyers find their perfect car based on individual needs.
The campaign increased full-page ad views by 10.4%, while share of market rose 51.7%. But more importantly, the campaign positioned Auto Trader as a trustworthy, innovative business in the minds of the consumer.
Director - Joshua Neale