eBay Motors Group is launching two interactive radio advertising campaigns for Motors.co.uk and Gumtree to encourage used car buyers back into car showrooms.
The first of these campaigns – ‘Big Little Drives’ – launched across Absolute Radio, Magic Radio and Kiss on June 24 and will continue until the end of July, encouraging listeners to visit Motors.co.uk to find the right car for them.
Through a series of adverts and live on-air presenter promotions, Motors.co.uk will also be offering listeners the opportunity to win a £10,000 contribution towards their next car.
Dermot Kelleher, head of marketing and research at eBay Motors Group, said: ‘Throughout the lockdown, radio has played an increased role in the lives of many, so as restrictions are gradually lifted, and thoughts turn to making more regular journeys, we think the ‘Big Little Drives’ campaign will resonate with listeners considering replacing their cars or buying one as an alternative to using public transport.’
The campaign will showcase Motors.co.uk’s Smart Search functionality which enables buyers to choose cars best suited to their lifestyle and practical needs.
‘The campaign invites listeners to describe the Big Little Drive they’re most looking forward to by highlighting our ability to help them easily search for their next car and put them in touch with dealers across the UK,’ he said.
July will also see Gumtree launch a radio campaign across Absolute Radio aimed at increasing consideration of people looking to buy or sell a secondhand vehicle on Gumtree.
The radio activity ‘Play your Cars Right’ will involve the listener guessing the price of a car found on Gumtree. If correct, they could win up £250 and be in with a chance to play the game again.
Lynsey Love, Gumtree’s senior brand marketing manager, added: ‘Gumtree has a vibrant marketplace of millions of car buyers engaging with local vehicles which we’re really excited to be able to showcase in such an interactive way.
‘As we see people’s needs changing, it is the perfect time to demonstrate how our platforms can help buyers find the right car them.’
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