Autotrader is launching a national campaign to help educate consumers about the ins and outs of online vehicle shopping.
Over the past few months, consumers have adjusted to managing nearly all aspects of life from home. Created by 72andSunny New York, “Dealer Chats” aim to show shoppers how easy at-home car buying can be in the new normal.
Building on the “Still Moving” campaign, “Dealer Chats” helps car shoppers navigate the different challenges they face in the age of COVID-19. The commercial was filmed entirely remotely on an iPhone 11 by Tool of North America and “Saturday Night Live” director Paul Briganti.
“Corporate Policy” features a shopper talking to a dealership employee on a video call when his son walks in and he has to momentarily shift attention and tell the kid to put on pants. The dealership employee momentarily thinks the consumer is still talking to him.
“What Is Today” features another shopper chatting with a dealer on a video call. She asks for the vehicle to be dropped off Tuesday for a test drive, not realizing that it is already Tuesday.
The effort will air nationally across cable, network and streaming television platforms, with a focus on premium content across entertainment, late night and sports. The campaign will also include social media, paid search, custom sponsorships and content on Hulu, YouTube, Roku and Amazon, among other platforms.
Many consumers are not aware of the options available to help them to purchase a vehicle safely, said Greta Crowley, vice president of marketing for Autotrader.
“Now you can take a virtual tour of a car from the comfort of your own couch, take a test drive from your front door and even buy the car from home with touchless delivery,” Crowley says in a release.