Auto Trader will assist franchised dealers and auto brands to advertise new auto inventory and stock on its marketplace to help push toward the March plate-change.
The company stated that its first Squawk advertising round during the summer was viewed over 355 million times and created 2.6 million unique visitors to look at new cars on its platform during the campaign.
Auto Trader’s commercial director, Ian Plummer, said: “The new car market is becoming ever more challenging and with the first quarter of the year representing nearly a third of annual sales, we wanted to ensure our customers had the very best opportunity to profit during this peak period.
"Our new car advertising was extremely successful during its initial run, so we’re confident relaunching it during the build-up to the March plate change will help drive millions more engaged consumers to our retailers’ new car adverts.”
Auto Trader conducted consumer research after the campaign and found that auto buyers understood the creative concept behind the advert, with around 85% recognizing the the parrots in the commercial represented confusion that comes along with buying a car. And consumers also found that focusing on "pre-haggled prices" made searching for and purchasing cars easier and more trustworthy.
The advertising campaign hopes to focus on how simple and easy it is to end the confusion when buying a car and to "silence the squawk".
Auto Trader also found that the amount of unique visitors looking for new cars on its platform went from around 750,000 every month at the start of 2019 to more than 1.5 million by November of 2019.
The company also recently brought aboard Rory Reid, the former BBC Top Gear host, to be Auto Trader's Youtube Director and will be in charge of the company's video content strategy to focus on consumer engagement.
Auto Trader has stated it would like to take on other car Youtube channels and will soon introduce editorial and entertainment content to its channel to help this effort.
Auto Trader’s Plummer said: “2019 has been a hugely significant year for our new car proposition in terms of both growth and the level of value we’ve been able to provide our customers.
"Not only are we helping retailers to bring their new cars out of hiding and making them visible to millions of engaged car buyers, but we’re making the sales process more efficient.
"As a result, the top 10% of retailers advertising brand-new stock on our marketplace directly influenced a massive 23% of their total new car sales.”
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