LONDON—AutoTrader.co.uk, a leading motoring website, has selected Hotwire for a multi-dimensional campaign, with the overriding objective of transforming the site into a British digital beacon brand. The campaign, which focuses on opening up the brand to new audiences including women and young drivers, will combine corporate, consumer and digital strategies.
Digital and consumer techniques will be used to push the website’s core message of the “joy of motoring”, while traditional corporate and trade thought-leadership campaigns will be employed to engage with the motoring industry and other brands interested in connecting with Autotrader.co.uk’s userbase.
Matt Thompson, marketing director of AutoTrader, says: “Hotwire combines a number of characteristics we considered essential for our agency selection. Social media is ingrained in Hotwire’s DNA and this is a crucial trait for a digital brand like Auto Trader. At the same time, we were looking for an agency that was used to handling big brand campaigns and challenging expectations to reach a combination of consumer, trade and corporate audiences.”