It's time for Autotrader: Moments
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
