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Auto Trader, the UK’s largest digital marketplace for new and used cars, has launched its largest integrated campaign to date, banging the drum for what the brand is famous for and taking ownership of the title of Britain’s Biggest Matchmaker.
Britain’s Biggest Matchmaker is a campaign platform that celebrates the diversity of today’s car buying public, hero-ing Auto Trader’s sheer scale as well as its proud history of matching buyers and sellers in Britain for over 40 years, regardless of needs, tastes, wants and niches.
Despite a year of national and regional lockdowns and new restrictions imposed on car retailers and car buyers, Auto Trader has seen record numbers of visits and engagement on its platform. There has also been a rapid adoption of Auto Trader’s buy online services as car dealerships respond to digital retailing demand, and consumers flock to a brand they trust during troubling times.
by Stephen Chapman
Auto Trader has revealed further details about its new Jennifer Saunders-fronted advertising campaign.
The Manchester-based group says it s the largest integrated campaign in the brand’s 40 year history as it celebrates its “rich heritage” and the “diverse and unique array” of the British car-buying public.
Saunders was chosen as the new voice of the brand, to bring her “British humour” to a campaign which relies on a “subtle British sense of humour and relatable (if not eccentric British characters.”
The advertising aims to position the brand as Britain’s Biggest Matchmaker.
“Auto Trader is a brand with incredible scale, awareness, trust and heritage in the UK and Britain’s Biggest Matchmaker pays homage to this and celebrates the role the brand has played for the last 40 years,” explained Auto Trader’s Head of Marketing Communications, Ben Darby.