14 Sep 11

Auto Trader - Forecourt Takeover

Established in 1976, Auto Trader is the UK’s number one brand for buying and selling used cars.

Background
With awareness of Auto Trader nearing saturation point, but consumers failing to understand that Auto Trader was a local offering with more choice of cars, we needed a solution that allowed us to be local, constant and relevant.

How MediaCom made a difference
The ‘ground-up’ solution came in the form of Petrol Forecourt domination. Domination is the territory of big, confident brands and petrol forecourts offer not only the rare opportunity to speak direct to motorists in a motoring environment but to do so in proximity to point of sale.  Combining the forces of media and retail allowed us access to 99% of all forecourts. This meant we were the first to dominate this environment on a UK-wide basis. Ever.

Results
Via negotiation and leveraging added value, we’ve turned a £4m campaign in to a campaign worth £7.1m; we’ve dominated forecourts like no-one else before and driven home our local message.

Please click on the link on the right hand side of this page for the full case study.