Auto Trader has unveiled its latest car marketing campaign, centred around a £175 Eau de New Car perfume.
The Manchester-based group has supported the launch with OOH, consumer PR and advertising featuring former Top Gear presenter, Rory Reid.
“PR continues to play an integral role in our brand activity and in-housing more of our marketing capability enables us to launch impactful campaigns that convey more of Auto Trader’s personality,” explained Auto Trader’s Head of Marketing Communications, Ben Darby.
“2020 is set to be an exciting year for the brand where we’ll continue to test and try new channels and formats to broaden our touchpoints with the full spectrum of new and used car buyers.”
According to the firm, it has “bottled the scent” of a brand-new car, the smell people “most associate with success.”
The unisex eau de parfum will be available via its website, which has a redesigned landing page to look like a high-end perfume brand.
The campaign also features a double-sided digital six sheet in the Arndale Centre, developed in partnership with Clear Channel, where the screen will dispense the perfume via motion-triggered scent diffusers.
Media planning and buying was handled by The Specialist Works. Paid and organic social, content production, and design was handled by Auto Trader’s in-house team with PR supported by PR Agency One.
