Online classifieds site Motors.co.uk is committing its biggest monthly marketing spend for the March plate-change.
The company is launching a new television, online and radio advertising campaign to coincide with the busiest month of the year.
Motors.co.uk will be running its new television advert across ITV1, C4, Sky One, Dave, ITV2, Sky Atlantic, E4, Sky News and live Premier League football on BT Sports.
The advert is centred on a bemused family man ‘Mark’ riding a two-metre tall headless chicken as he tries to overcome the ‘Carfuffle’ of choosing his next car.
Motors.co.uk Carfuffle Chicken
Motors.co.uk will then run its previous advert ‘Carousel’ and ‘Chicken’ across TV channels from April and throughout 2014 as the company aims to make the brand a ‘household name’.
Andy Coulthurst, managing director of Motors.co.uk, said: “It is clear we made the right decision to stick to our search logic of returning cars by distance and delivering on our aim of connecting motor retailers with local buyers, as dealers have also enjoyed a steady rise in the metrics which generate walk-ins, such as map views and print vehicle details.
“We look forward to receiving the first full month’s sales data from our dealer customers so that we can fully map the increase in leads and sales as a result of the ‘Carfuffle’ campaign.”
Motors.co.uk Carfuffle Carousel
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Dave Samson - 26/02/2014 13:41
Absolutely fabulous that someone is trying to take on the mighty AutoTrader. Two problems, it is not sustainable without increasing advertising costs to the dealers (so Dealers expect a knock on the door) and secondly even though they may be hitting 1 million viewers per day or per week (by doing TV campaigns), with people only changing there car every 3 to 4 years on average, they aren't hitting enough in-market buyers for the adverts to be increasing traffic to their site and ultimately increase the calls to the Dealers. Truth is this is all about awareness to the Dealers - Advertise with us because we are on telly. Sorry you need to find alternative methods of advertising to attract in-market traffic, if you really want to compete against AutoTrader.
Andy Coulthurst - 27/02/2014 11:04
@Dave Samson - Thank you for your comments regarding the campaign. It has been designed simply to help our dealers sell more cars, we have been very clear with our dealers that on the basis of achieving this that prices will have to increase to allow us to grow sales even further, we have however locked prices for our dealers until the end of June 2014. By this time we will work on a consultative basis with all of our advertising dealers based on a ROI model. TV is one element of our campaign but is also backed up with a significant increase in PPC, radio and outdoor. Our ongoing campaign is only 5 weeks old, next week we will be able to map the performance with our dealers for the first full month of TV – sales leads have significantly increased and we expect to see a significant uplift in vehicle sales in our pre/post campaign sales analysis. It is only early days, but you have my assurance that our focus is purely on generating cost-efficient and high quality leads to generate more sales for our dealers. Regards Andy Coulthurst Managing Director Motors.co.uk
Nigel Cullinan - 13/04/2014 18:41
Who is the actress playing Amy in Carousel? Very familiar face from other ads et al....