New Autotrader campaign touts improved performance via faster search, added KBB Price Advisor


With the test drive in mind, Autotrader takes consumers on a visual journey via its latest national ad campaign that features a simulated racecourse packed with several speeding vehicles to illustrate the online car shopping site's key offerings since its revamp.

The new ad highlights the site’s latest performance enhancements, including the addition of Kelley Blue Book Price Advisor.

Autotrader unveiled Monday a new marketing campaign titled “Test Drive,” an extension of the company’s “Shop All The Cars” brand campaign that it launched in September.

Along with highlighting that the brand is the only third-party car shopping site to feature KBB Price Advisor, the new campaign also demonstrates how consumers can now experience a faster and more personalized website for car shopping.

Not only can consumers shop a wider variety of vehicle listings across devices, but with its new mobile-first platform, the site’s updated search algorithm is also designed to deliver shoppers more relevant results, Autotrader said.

“This campaign reinforces Autotrader’s foundational promise of shopping variety, along with our commitment of helping car shoppers find their next vehicle faster than ever before, while delivering true price confidence in their purchase,” Autotrader vice president of marketing Greta Crowley said in a news release. “With more speed, shopping control and trust in the All-New Autotrader, there’s no reason to go anywhere else.”

The campaign features the KBB Price Advisor dial with its white, red and green pricing zones appears with a drifting sporty sedan that rushes over it to illustrate that it is headed toward the Fair Market Range of the vehicle.

In addition to running across cable, radio, network and streaming television platforms, the campaign will also focus on entertainment, late night and sports programs, as well as integrations targeting the Hispanic audience on Telemundo.

Autotrader said that the campaign will also take a digital-first approach through social media, paid search and custom sponsorships on platforms like Hulu, YouTube, Pandora and Spotify.

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