12:27 pm, May 26, 2008
MOTORS.CO.UK – the UK’s third largest online advertising network – is investing in a major consumer promotional campaign.
The move follows findings that dealers plan to ride the credit crunch by investing more cash in their online marketing.
An independent survey interviewed 55 of the UK’s biggest car dealer groups and highlighted that nearly half (44 per cent) plan to increase their online spend in the next six to 12 months in the wake of tougher trading conditions.
More than half (58 per cent) of dealers say they now regularly use online car search sites to advertise their stock while 40 per cent have already increased their online advertising budget at the expense of other traditional platforms including TV, radio and print advertising.
The new Motors.co.uk campaign will span press, outdoor and TV and launched on May 5 in the Midlands with a heavyweight outdoor campaign, which will be followed by a TV campaign in June.
It will then be rolled out across the UK later in the year. The new look advertising creative – pictured – shows a ‘big blue wheel’ that represents consumers in their search for buying and selling cars, under the motors.co.uk banner strap line, ‘You Take The Wheel’.
The advertisements show a range of people taking hold of a purpose-built, 10-foot steering wheel which will also be used for a series of promotional stunts by the website later in the year.
The site, which launched in 2007 offers car buyers advice and guidance covering every part of the car buying process including a unique free history check, helping motorists make informed choices about their next car.
Earlier this year Motors.co.uk launched a new and exclusive instant messaging service, ‘Chat To Dealer’ for advertisers on its site which easily integrates with dealer systems enabling them to make the most of online sales leads.
In just over a year Motors.co.uk has grown to become the UK’s third largest advertising network, signing major partnerships with websites including Yahoo! Cars, TopGear.com, Fifth Gear, The Independent, The Daily Mail and Teletext Cars. Over 2.7 million car buyers visit the network every month.
Katie Armitage, Marketing Manager for Motors.co.uk said: ‘The launch of our new advertising campaign comes at the perfect time as more and more dealers are recognising the cost efficiency of advertising their cars online and bolstering their own website reach via portals like Motors.co.uk.
‘Today, the average online car buyer looks at more than six websites as part of their search process and so visibility for dealers is critical as the web becomes a fundamental part of the search process.
‘Our new creative underlines the Motors.co.uk guiding principle of giving the car buyer reassurance with the information and advice they need to get a great deal.’
