Client: Motorway
Year: 2024
Summary
As a leading car auction platform, Motorway needs both sellers and buyers. With energy poured into their B2C side, the public was flocking to Motorway to sell their cars. But the platform needs buyers - car dealers - to make offers. As the market for their attention heats up, we needed to re-engage dealers and remind them why Motorway is so valuable for their business.
Objectives
Increase engagement and use of Motorway by UK car dealers.
- Targeted, paid media campaign
- Speaking to a very business-minded, skeptical audience who have multiple options for stock acquisition.
Strategy
Use trusted, peer voices to explain how cars available through Motorway are better for business
Idea:
Nothing sells like Motorway.
A testimonial-driven campaign, using successful dealers to explain how Motorway cars sell faster and at higher margin - and grow the dealers’ businesses.
What we did:
An integrated campaign based around a video and photography shoot on-location at two successful car dealerships.
- Research and strategy
- Concepting and messaging
- Shoots and production
- Rolling out across paid social, display, print and audio.
