Produced by A&N Creative, the new advertising campaign – under the banner ‘Your Search Ends Here’ – has launched in the Yorkshire ITV area as part of a regional test campaign. In conjunction with this, new print creative will run in the Daily Mail, The Mail on Sunday and Metro as well as Northcliffe titles across the country, whilst fresh digital creative will run across the group’s network of sites.
Over the next two months the advert will be shown during programmes including Coronation Street, Tonight with Trevor MacDonald, The Cube and Lewis.
Yorkshire was chosen as the pilot area for the TV campaign due to the high number of dealers it represents across the region. The campaign has been given extra impact through co-branded supplements across regional print media, highlighting both consumer and trade messages.
Motors.co.uk commercial director Phill Jones said: “This is a great example of A&N Creative working with a group brand to create a campaign across TV, print and online. We’re really pleased with the result and it is a great way to kick off the repositioning of our messaging.”
The campaign, which coincides with a major upgrade of the A&N Media site’s search functionality, was the result of extensive research into the habits and emotions of the used-car buying process carried out by Strategic Insight, also a part of A&N Creative Media Marketing Services.
Bryan Scott, head of A&N Creative: “We’ve gone from concept to air in just over three months which is a testament to all those involved in the creative and insight teams as well as a very collaborative client in the shape of the team at motors.co.uk.”
