3:39 pm, January 21, 2014
DEALER group Cambria has reported customer enquiries have doubled since the launch of Motors.co.uk’s new multimedia campaign.
Telephone enquiries jumped 100 per cent and customer leads received a welcome boost after the first airing of Motors.co.uk’s new ‘Carfuffle’ campaign on national television and online mediums.
Ian Godbold, marketing and CRM director at Cambria Automotive Plc, said: ‘Although it is early days, we have been very pleased with the impact the Motors.co.uk TV launch has delivered in terms of leads.
‘Telephone enquires alone have doubled compared to the same period in the previous week before the advert launched, which is a pretty incredible result from a standing start.’
Following the launch, Motors.co.uk has seen a significant increase in traffic and engagement. The website smashed through its previous records, with traffic more than doubling compared with the site’s previous peak, to mark the start of its planned step change in response for dealers advertising with Motors.co.uk.
The multimillion pound advertising campaign was featured across more than 830 TV spots between January 16 and January 19, with highlights including a peak ITV placing between Emmerdale and Birds of a Feather, as well as extensive coverage across Sky Sports’ ‘Super Sunday’, including the Chelsea vs. Manchester United match.
By the end of February, Motors.co.uk TV adverts will have appeared on more than 100 channels and be seen more than 300 million times. Thereafter, Motors.co.uk will continue to be on TV every month of the year.
A key finding from the launch weekend was the high usage of mobile and tablet devices during peaks levels of traffic, at times reaching up to 70 per cent of all traffic. Motors.co.uk says it believes this is representative of ‘dual screening’ as consumers browse on smaller devices while watching TV.
Andy Coulthurst, managing director of Motors.co.uk, said: ‘We are delighted at the performance of our “Carfuffle” campaign over the opening weekend.
‘While we are very early into the campaign and launching from a standing start, the engagement of consumers with our product has exceeded our expectation on every measurement; from visits, time on site and ultimately a significant increase in leads to our dealer partners.’
