Introducing a new brand platform ‘Search Less. Live More.’ this is the first major campaign for Motors since 2016.
Launching with a new 30 second spot, the campaign highlights the central role that cars play in enriching people’s everyday lives. We love our cars as they take us from A to B and get us through some tough roads, that is why we do what we can to make sure they are kept running by going online to find the best car parts we can find as well as taking it in for regular maintenance.
The campaign went live on TV (ITV, Sky and Channel 4) on 22 March and will be supported by activity across VOD, digital and display.
The new creative platform brings to life the emotional connection that we have with our cars, offering a fresh perspective on automotive advertising in a category known for its transactional nature.
Through a series of evocative vignettes, the creative will highlight the central – but often overlooked – role that cars play in our lives, from getting us to the church on time, to being packed to the brim, ready for the family holiday to its role as a safe space for a teenager to open up to mum or dad.
The campaign positions Motors.co.uk as the search site that empowers car buyers, helping them to find the right car simply, so that they can enjoy the life benefits that result.
“Deep down, we all know cars aren’t just lumps of metal”, Paul Pearson, Creative Director at BRAVE commented.
“They’re an honorary family member, or a companion. Memories are associated with them as they’re there for the big life-changing occasions such as your wedding day, to everyday events such as ferrying the kids to school.
“This campaign shines a light on those moments, bringing to life the significant role they play in all our lives.”
Dave Lawrence, Planning Director at BRAVE said: “Many car buyers are disenfranchised by automotive advertising and the car buying experience overall, which creates a high degree of frustration and fatigue when searching for cars.
“This campaign is universally relatable and helps to emotionally differentiate Motors.co.uk in the sector.”
Dermot Kelleher, Head of Marketing at eBay Motors Group added: “As we edge closer to regaining our freedoms after this latest lockdown, the creative narrative in this campaign takes on an added significance, with the right car having a positive practical and emotional impact on so many facets of our lives.
Onsite experience improved
“We’ve also invested in evolving the onsite experience to help our visitors, adding smart tools such as our vehicle price guide to help them find the right car for them.”
Hannah Rouch, Chief Marketing Officer at eBay Classifieds Group UKsaid: “It’s no understatement to say the country is desperate to see life return to something resembling normality and that we’re all looking forward to being able to live more, and take full advantage of the summer ahead and our cars will play an important role in unlocking many of the moments we’ve missed most.
“I’m so proud of the team for this campaign. It taps into the heart of Motors.co.uk and why it matters to us, and our users, that car-searching and buying is as simple as possible.”
The campaign was created by Brave in association with D.A.R.Y.L. at Pulse Films and is part of eBay Motors Group’s continued investment and commitment to meet consumer needs and drive response for dealer partners.