Buying a vehicle is a lot of work and generally isn’t sexy. But Autotrader’s new campaign takes a high-energy approach to showing off all the bells and whistles of its new
website, which aims to make the process easier.
“Test Drive” is an extension of the company’s “Shop All The Cars” brand campaign that launched in September.
The new creative is designed to reinforce the performance enhancements of the All-New Autotrader.
The spot uses a simulated race course to illustrate the heightened features of the
All-New Autotrader. In one stunt, the Kelley Blue Book Price Advisor dial with its white, red and green pricing zones is shown, immediately followed by a sporty car drifting into the Fair Market Range
of the vehicle. Autotrader is the only third-party car shopping site to feature Kelley Blue Book Price Advisor, bringing these iconic brands together to provide a trusted experience for car
shoppers.
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The company claims to have the widest variety of cars and consumers can shop seamlessly across devices with a new mobile-first platform. The site’s updated search algorithm
claims to drive more relevant results for car shoppers, and the addition of Kelley Blue Book Price Advisor on Autotrader listings gives car buyers the confidence to purchase with expert, up-to-date
and data-driven pricing information from the industry’s most trusted source.
The campaign, from Zambezi, will air nationally across cable, radio, network and streaming television
platforms, with a focus on entertainment, late night and sports programs, including integrations targeting the Hispanic audience on Telemundo. The campaign also will include a digital-first approach
through social media, paid search, custom sponsorships and content on Hulu, YouTube, Pandora, Spotify, among other platforms, offering interactive and engaging experiences to online
audiences.
“This campaign reinforces Autotrader’s foundational promise of shopping variety, along with our commitment of helping car shoppers find their next vehicle faster
than ever before, while delivering true price confidence in their purchase,” said Greta Crowley, vice president of marketing for Autotrader, in a release. “With more speed, shopping
control and trust in the all-new Autotrader, there’s no reason to go anywhere else.”
Another car shopping site also recently launched a campaign. CarGurus’ “Everything You Need to Know” debuted in mid-March. That campaign
aims to draws attention to key differentiators for CarGurus versus other car shopping sites. The spots highlight CarGurus’ claim that is has more inventory than any other major U.S. car shopping
site, gives cars a deal rating and sorts the best deals first.
Not unlike the automakers themselves, clearly there is competition among the vehicle-shopping services. The good news for
consumers is there’s nothing stopping them from checking out both sites to see which one they find to be the most user-friendly.