AutoTrader Extends 'Heart & Mind'
AutoTrader.com is launching an extension to its "Heart & Mind" campaign that includes additional broadcast exposure on USA Network, ESPN and ABC.
Beginning this week, AutoTrader.com's "Heart & Mind" spots will start airing on USA Network in addition to current media buys. The Atlanta-based division of Cox Communications will also increase its exposure on ESPN's Sport Center show, ABC Saturday night college football broadcasts and Monday Night Football through TV spots, billboards and program integration.
AutoTrader.com will also have presence this fall during NFL Sundays on Fox, Major League Baseball's post season playoffs and World Series and NBA on TNT. The two "Heart & Mind" spots use the human circulatory system as a metaphor for how people review and compare real new and used vehicles.
Instead of red and white corpuscles, the veins and arteries contain vehicles racing along taking various side trips depending on the person's decisions. The company says that since the campaign launched, it has surpassed 15 million unique monthly visitors, with monthly traffic exceeding traffic for corresponding months in 2009.