The year-long forecourt campaign developed by MediaCom, with a rate card spend of over £5 million, runs across 15,000 petrol forecourts through over 287,000 nozzles, 1,200 six-sheet posters and 400 four-sheet posters, as well as door graphics, floor graphics and counter flyers.
On-counter leaflets will be used in April, May and June and will run on sites with nozzle and door graphic and nozzle advertising.
The campaign also includes radio and regional press ads and more investment in digital marketing to support online activity including aggregation and comparison services through Auto Trader’s new insurance and new car offering and user generated content through AutoTrader.co.uk.
Auto Trader will be running search engine marketing campaigns, as well as online partner strategies featuring MSN and AOL and email marketing campaigns to drive more unique users to the site.
Auto Trader owner, Trader Media, switched from TV to forecourt advertising last year as part of an integrated campaign, which the publisher claims increased its online audience to more than 7.5 million and raised Auto Trader’s brand awareness to 92 per cent.
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