Case Study: AutoTrader
A bespoke branded reflective dog lead and branded reflective bag cover.
(Fluid completely managed the production and fulfilment of these items, which were sent to AutoTrader’s competition winners' individual addresses.)
AutoTrader is a well known classified advertising business. It specialises in new and second hand automotive sales, including cars sold by private sellers and trade dealers. As the UK and Ireland's largest digital automotive marketplace they wanted to engage their current audience but to also show other road users that they are more than just a selling site.
Their campaign was about building a safer road environment for all, with a focus on all road users, not just car drivers.
One of AutoTrader’s core values is to “Be Community-Minded”. What this means to AutoTrader is looking after each other, respecting diversity and advocating inclusion. They are committed to making a difference to the communities around them and think of others before themselves.
AutoTrader shared their vision with us to create a social media campaign around road safety. They wanted to use relevant branded promotional products as a tool to increase interaction online, whilst also providing items to their target audience that would help them with road safety. These products should echo their core value of being community minded.
The brief generated two main challenges;
- To create items functional enough to help with road safety and eye catching enough to raise awareness of the campaign and of AutoTrader on social media.
- AutoTrader needed the campaign to be managed from conception to completion. This included the product selection but also the storing of the products until the competition concluded and we could deliver to each individual address.