The six-part campaign by the graphic design and new media group Eventer Design offers a free two-month 'test drive' of , and follows a successful DM campaign for Auto Trader
earlier this year which was aimed at car manufacturers.
The six part package is designed to highlight the millions of visitors to autotrader.co.uk -- 24m searches are made on the site each month -- by people looking for new and used cars.
Each mailer comes in a tin box which contains a part of a miniature remote controlled car, as well as information on the type and number of searches carried out on the site for different car brands and regions. The last mailer contains a completed car and remote controller.
The team behind 'test drive' at Eventer Design were managing director David Streeter, account director Claire Lockyer, and creative director Steve Lester.
Lockyer said: "The campaign builds a complete picture of why dealer groups should be advertising using the Auto Trader website, through a quirky but informative execution.
"Auto Trader is certain that the website will work for the dealer groups and is willing to prove performance by offering a free test drive."
Brighton-based Eventer Design's clients also include Collins and Hayes, Komfort Office Environments, Lloyds TSB and Jetsave.
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