AutoTrader

REINVENTING A HOUSEHOLD NAME FROM HERITAGE TO HIGH-TECH

What we loved

Making AutoTrader synonymous with the end of the car buying journey not just the start…while breathing new, modern life into an increasingly overlooked heritage brand.

How we got there

AutoTrader was facing three main issues: they were not known for brand new cars (only secondhand); they were not seen as tech savvy and future focussed as they really are; and they were only being used to start the journey – to look for cars but not to actually buy them.

We had to change all three of these perceptions with one clever creative campaign.

Our solution was to build a new brand platform Found AT AutoTrader. It was designed to show that we had the technology to help you not just search for, but confidently buy the perfect brand new car for you. From finding to having found.

This new strategy was combined with a new tone, new design system, new colour palette, new brand mark. A powerful cinematic style captured the emotional hit of stepping into a brand-new car. The bold new red world identity brought energy and a contemporary edge to OOH and digital performance.

Alongside all this, a first of a kind treasure hunt on social allowed people to interact with the campaign, finding their own miniature car to win big. For real. All over the UK. It all laddered up to one key result: confidence in buying cars, only found AT Autotrader.

WHAT IT CHANGED

+8% in overall search volume

+48% in new car search volume

+17% in new leads

+55 new dealership acquisitions