Auto Trader – Come meet your match

As the used car market increasingly moved online, Auto Trader faced a challenge to attract buyers to its website and to increase sale postings.
Agency: john st.

Auto Trader – Come meet your match

Silver: Off to a Good Start

EXECUTIVE SUMMARY

Results Period (Continuous Months): September 2006–November 2006, March 07–June 07Start of Advertising/Communication Effort: September 11, 2006Base Period for Comparison: August 2006

Used car sales is possibly the most stigmatized and mistrusted category in the world, epitomized by the image of the slippery used car salesman. Little wonder consumers are intimidated by the prospect of buying or selling a used vehicle. Fear of being ripped off; the negative associations of the category and the perception that it's a complex and...

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