Motors.co.uk is launching its new series of TV advertisements as part of an extensive national marketing campaign.
In the first of a series of two spots, devised by London creative agency Brave, viewers are shown how Motors.co.uk can help consumers overcome the ‘Carfuffle’ they face when trying to find the right car, through its innovative and unique functionality. The first of these ads depicts a dream state, featuring a brightly coloured fairground-style car carousel and a female consumer who feels like she’s ‘going around in circles’ trying to find a used car, before returning to reality and using the site’s Smart Search tool to overcome her dilemma.
Ash Bendelow, MD of Brave, says: “Working with Motors.co.uk we identified that for many, car buying is a far from pleasurable experience and that buyers experience a great deal of uncertainty and anxiety throughout the process. These spots acknowledge this familiar emotional roller coaster, before presenting Motors.co.uk, and the sites tools, as the solution to the potential pitfalls of the traditional search model.”
The much anticipated ads will first air on 16 January 2014 on ITV, followed by a number of high profile slots, including Sky Sports ‘Super Sunday’ on 19 January during coverage of one of the games of the season as Chelsea take on Manchester United. Thereafter, the ads will be shown across more than 100 channels including Channel 4 and BT Sport and by the end of February will have been seen over 300 million times.
Backed by parent company Manheim, Motors.co.uk is committed to investing substantially in every month of 2014 to make the site a household name with an advertising campaign that will see the brand on TV, radio, outdoor, on high profile websites and supported through massively upscaled search and digital media spend. The comprehensive campaign will be supported by ongoing site developments to better connect buyers and sellers of used cars.
This activity builds on the back of a busy 12 months for Motors.co.uk, which has seen the site benefiting from a full rebranding with a bold new look and modern teal green logo, accompanied by the consumer-friendly strapline: ‘Search Smart. Buy Right’. Since August 2013, the site has also been fully mobile responsive.
Dermot Kelleher, Head of Research & Marketing at Motors.co.uk, said: “We are thrilled to launch our Carfuffle campaign. We believe the TV advertisements are the perfect way to bring Motors.co.uk to the forefront of people’s minds. We’re driven by the desire to better connect consumers and our advertising car dealers and by showcasing our new site functionality and the benefit it delivers to consumers, we have a compelling creative that will help drive more consumers to Motors.co.uk to find the right car for them. ”
Motors.co.uk now features more than 260,000 vehicles for sale and is the market-leader for used cars up to three years old.
Find out more about the Carfuffle campaign now.