Auto Trader launches Car Confessions with Reggie Yates

Reggie Yates

Manchester-based Auto Trader has launched a new branded content series fronted by BBC presenter Reggie Yates.

Car Confessions has been designed for YouTube to “further position Auto Trader as a leading lifestyle brand” and launches tomorrow.

Yates conducts a series of one-on-one interviews as he drives “seriously impressive cars”. The first two interviews are with Special Forces Sergeant-turned presenter Jason Fox and model-turned philanthropist Katie Piper. Four further names will be announced in January 2019.

In-car cameras capture the interviews. The series will have its own destination on autotrader.co.uk, with the content also sitting on the brand’s official YouTube channel.

Auto Trader’s Audience and Brand Director Lei Sorvisto said: “Car Confessions moves Auto Trader into a bold new direction of lifestyle editorial. We are currently the twelfth most visited website in the UK, and we’ve acknowledged that when it comes to content we must reflect the diversity in needs and tastes across our audience.

“The series doesn’t feature crazy car stunts and hasn’t been designed specifically for petrolheads. We’ve teamed up with a seasoned TV documentary director to ensure Car Confessions is broadcast quality content, designed for the social media age, around issues with real gravitas that an audience can engage with.

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“We understand that most viewers won’t be in the market for their next car, but by offering content that’s more thought-provoking, creative and targeted, we can establish more deep-rooted relationships with consumers that drives brand warmth and increases consideration in the future.”

Yates added: “Car Confessions really appealed to me on two levels. First up, I’m a genuine car enthusiast, so I couldn’t wait to get behind the wheel of some of these awesome cars, and secondly, and more importantly, I love exploring some of the tough and awkward issues we face in modern society.

“I genuinely believe that people can have some of their most open and honest chats in a car, when you are relaxed and don’t have to look people in the eye. That’s what we’ve aimed to explore in Car Confessions.”

Car Confessions is produced by Auto Trader’s MarComms agency, AmazeRealise, and directed by Liz Cassidy Pantling. Auto Trader’s Head of Marketing, Ben Darby, was the Executive Producer.

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