Man in a red car with a taped-up sunroof looking shocked while taking food at a rainy drive-thru window.

It’s time for Autotrader

Client: AutotraderCategory: AutomotiveLocation: UK

Context

Autotrader was the UK’s number‑one marketplace for car buyers, but younger and less confident consumers saw it as less relevant. IMA needed to build a long‑term brand platform that could drive recall and relevance, beginning with a campaign aimed at 25‑ to 34‑year‑olds.

Connection

The “It’s time for Autotrader” platform positioned the brand at the start of the car‑buying journey. By tapping into universal and nuanced human moments that make people realise “maybe… it’s time for a new car,” the campaign owned these moments and positioned Autotrader as the solution to every car want, desire, frustration or need. Thought‑provoking storytelling increased brand warmth and gave viewers a sense of realisation as they decoded the ads. Using a fully AI‑driven production approach enabled the launch of ambitious scenarios across video and static content that traditional production couldn’t match.

Impact

67% Increase in AI static and video asset production vs. traditional
58% Cost saving vs. traditional production
50% Reduction production time

Context

Autotrader was the UK’s number‑one marketplace for car buyers, but younger and less confident consumers saw it as less relevant. IMA needed to build a long‑term brand platform that could drive recall and relevance, beginning with a campaign aimed at 25‑ to 34‑year‑olds.

Connection

The “It’s time for Autotrader” platform positioned the brand at the start of the car‑buying journey. By tapping into universal and nuanced human moments that make people realise “maybe… it’s time for a new car,” the campaign owned these moments and positioned Autotrader as the solution to every car want, desire, frustration or need. Thought‑provoking storytelling increased brand warmth and gave viewers a sense of realisation as they decoded the ads. Using a fully AI‑driven production approach enabled the launch of ambitious scenarios across video and static content that traditional production couldn’t match.

Impact

67% Increase in AI static and video asset production vs. traditional
58% Cost saving vs. traditional production
50% Reduction production time

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