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Auto Trader campaign focuses on emotional side of vehicle buying
Auto Trader ran a successful 'Remember When' marketing and brand campaign during June 2013 on various radio stations. The campaign is to celebrate the re-launch of Auto Trader's mobile site, m.autotrader.co.za and dynamic device apps for Apple iOS products. Customers can now experience the same full functionality of the desktop browser on their smartphone.
Three lucky motorists each won a platinum driving experience and will have the privilege to tear up one of South Africa's premier racetracks in a Reynard single seater race car. In addition, consumers still stand the chance to win a share of R20,000 by visiting the new mobile site, m.autotrader.co.za.
The campaign messaging focuses on the emotional side of buying a vehicle by asking the question, "Remember when life was this simple?" The radio advertisements have ended but the campaign will continue to be driven through outdoor billboards and its online presence.
"This connection between the question and the re-launch of the mobisite goes hand-in-hand because it sparks the memory of the time when youngsters played with toy cars and dreamed of one day being able to drive and buy a real one. With the mobisite, they can as easily take out their mobile phones and scroll through thousands of options and make that dream a reality," says George Mienie, MD of Auto Trader.
"Consumer engagement is key to our business as it speaks to its principal aim, which is to bring buyers and sellers of vehicles together, through a transparent business model. Significant financial investment has been made into innovative digital technology for dealers and consumers to ensure that the business continues to evolve to meet consumer needs."
