Auto Trader wanted to be more than just a place where you find your new car. It wanted to be a supporter of motorists and in particular younger drivers who are more likely to buy second hand. To do this it needed to take a position on issues that affect drivers. For the past four years the brand's strategy had been to promote an anti-drink drive message.
Raise awareness of the new album
Interactive TV allowed potential purchasers to sample tracks from the comfort of the sofa. A series of 20 second spots were booked on Sky 1, Sky Sports and Channel 4 to promote the album. The ads appeared in shows such as The Simpsons and Soccer AM. The ads served to raise awareness of the new album, but for those with digital TV, a gateway was provided to a sampling opportunity. Pressing the red button entered viewers into a dedicated advertiser area where they could listen to 5 album tracks. They could also sample the album 24/7 via Sky ctive A-Z listings.
JWT worked closely with the charitable arm of MTV, the MTV Foundation to get the public service message aired. It was broadcast across the network, in both the UK and abroad unbranded in non-commercial airtime. The branded version of the ad was then posted on YouTube where it attracted a lot of attention from the target audience of young people.
Christmas 2006 was no exception to this strategy but this time the creative message was extremely powerful. Instead of focusing on the consequences of drink driving, it decided to look at the people who made the right decision.