The advert - which debuts on December 30 - is What Car?’s first-ever television campaign and forms part of a larger media rollout that also includes paid social content, display and print advertising throughout the first three months of 2020.
Uniquely, What Car? takes the UK’s new car buyers through their entire car-buying journey, from guiding their car choices with independent reviews and advice articles created by its team of motoring experts, through to connecting them with trusted retailers selling their cars at What Car?’s Target Price or below.
What Car?’s decision to link trusted retailers to its audience reflects a growing popularity for car buyers to shop through the internet, with a recent survey of more than 5000 visitors to its website revealing that nearly half of all buyers expect a better deal when buying their vehicle online*.
Every car sold through What Car? must be priced at Target Price or lower, which is based on mystery shopper data and new car price research that is updated daily, ensuring a fair deal for shoppers. On average, Target Price quotes are 8.97% below manufacturer list price offers**, while 75% of offers made by dealers actually beat Target Price.
What’s more, buyers who want to enquire about a new car purchase only need to submit limited personal information, ensuring they aren’t bombarded with marketing and sales materials afterwards. Retailers respond directly to requests on the What Car? New Car Buying platform and will only contact the buyer direct when invited to do so by the customer.
Darren Pitt, marketing director at Haymarket Automotive, said, “We’ve been helping Britain’s car buyers find the right car for over 45 years - but thanks to advances in technology we are now able to extend that journey, allowing them to negotiate with dealers online, from the starting point of a fair Target Price. Instead of having to waste time physically going from dealer to dealer, buyers can shortlist vehicles from the comfort of their own home, assured that they are paying a fair price for their car without having the hassle of haggling.
“We are confident that this new bold campaign will ensure that What Car? is front of mind in what is traditionally the busiest time of year for car buying in the UK. What Car? has long been regarded as a trusted destination to research and review a new car - now we want to make everyone aware it is also a great place to go on and purchase a new car.”
The TV ad brings What Car?’s new car buying proposition to life by portraying a hundred toy cars speeding around a track, prior to just one being singled out after passing through a series of ramps, spirals, and drop-down chutes, symbolising how the service narrows the multiple choices faced by prospective car buyers down to a single vehicle.
SOURCE What Car?
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