UK online motor retailer Motors.co.uk has spent their largest ever amount on a new marketing campaign as it seeks to continue increasing traffic to their site.
The campaign is an extension of its ‘Carfuffle’ campaign from earlier in the year which has led to a 121% rise in site visits.
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The adverts will also help Motors.co.uk as it looks to launch three new tools on its sites: ‘What’s Hot’ which leads customers to the fastest selling cars in the market, Night Owl’, which seeks to improve to of hours enquiry responses, and ‘What’s Mine Worth’.
The advertising campaign moves from the carousel imagery of the previous campaign and replaces it with a two-metre tall lifelike headless chicken.
The Manheim-owned retailer will show the ‘Chicken’ adverts on most major channels throughout March then return to the ‘Carousel’ adverts by running both campaigns in April and beyond.
In addition to the TV adverts Motors.co.uk will continue to use radio, outdoor and online media in the campaign.
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By GlobalDataDermot Kelleher, head of marketing and research at Motors.co.uk, said: "Our 2014 campaign is all about bringing consumers and dealers together in a way which avoids the ‘Carfuffle’. This is an ongoing marketing campaign and we will be on TV every month of 2014 and beyond. As such, it is important that we track the performance of every TV spot and then recalibrate as we book forward months in order to maximise performance for our dealers."
