Client: Trader Media Group
Brand: Autotrader
Project: Dont Drink Drive
Media: TV

DESCRIPTION

Brief
Auto Trader is the UK’s leading car buying and selling brand. However, the market is becoming increasingly competitive with local press, specialist motoring magazines and websites offering similar methods of buying or selling a car and the magazine sales have been declining for a number of years. The challenge for Auto Trader is how to differentiate. Way beyond the functional, which is easily and quickly matched by the competitors.
Solution
Our solution was to offer a point of view beyond merely buying and selling cars. A point of view on drink driving and to use our own medium to promote it. The in-publication advertising deliberately used the Auto Trader house style to gain ‘under the radar’ messaging so that readers were effectively shocked by the content.

Equally, we approached and partnered with MTV who were so taken with the broadcast work that they ran it free of charge across MTV and VH1 in the run up to Christmas.The magazine sales decline has been halted. Tracking results are confidential but the work has been heavily awarded in Creative Circle, British Television Advertising Awards and Campaign Press.