Experiential marketing event to promote the launch of the new Van Trader website to targeted contacts within media agencies across London. Over a two week period, an ice cream van, dressed in Van Trader livery, delivered ice creams to named recipients at prearranged ‘front of building’ locations and time slots. Who, on a hot summers day, could refuse a break from their desk to enjoy a refreshing free ice cream?

Trader Media employees were on hand to promote the unrivalled online performance of one of the web’s most powerful brands in terms of its ‘cash rich’ audience. Printed direct mail, e-marketing & printed sales collateral were utilised to further promote the proposition, presenting key ‘website performance statistics’ as ice cream options for selection on the day of the event.

To help dealers sell even more cars, Auto Trader launched Auto Trader mobile.

Campaign first stage concept scamps depicting how, whatever the car buying public are doing, their mobile phones are never far from hand. So, with an Auto Trader mobile website, a dealer’s forecourt is always available to be searched, whenever that convenient moment might present itself. 

The campaign depicts the general public with mobile phones in their pockets, except they’re not mobile phones at all, they’re cars. This further promotes visually the key advantage of having an Auto Trader website on the mobile platform, literally positioning ‘your forecourt in every pocket!’

Known for buying and selling used cars, Auto Trader are becoming equally well known for selling new cars too, with the launch of the new ‘Auto Trader New Car’ website!

As part of the website launch and to deliver a ‘new car experience’, I designed and created a direct mail piece with a special coating applied to the inside surface which when scratched released a subtle ‘leather’ fragrance to the target audience of car dealership and media agency contacts.

To create a ‘buzz’ on social media, Auto Trader invited anyone who had sold a car on the Auto Trader website to upload a short video of themselves telling the story of their Auto Trader selling experience. Out of the hundreds of people who actively took part and uploaded a video, five were selected to have their videos shown on the Auto Trader website homepage. They each walked away with a brand new iPad 2, too!