The challenge
Auto Trader tasked Skywrite with devising a creative campaign that would help it lead the charge on the swappage debate – positioning Auto Trader as the authority on understanding the value of your current vehicle and ways in which you can buy and sell to profit from it. The campaign also needed to position Matt Thompson, marketing director at Auto Trader as a credible spokesperson on this issue for press to come to for industry comment.   

What we did
Skywrite’s strategy was to tap into consumer nostalgia around first cars and tie this back to the swappage and scrappage debate. Consumers have lots of memories tied to the first car they owned and the theme resonated well with press and broadcast media. Running a survey around how people feel about their first car helped to highlight the value older cars hold and how they can be traded up for brand new models via the swappage scheme. As well as aggressive media relations outreach, the campaign was supported by a radio day held with Matt Thompson, alongside motoring expert, Andrew Noakes.

What we got
Skywrite generated over 70 pieces of coverage in the UK for Auto Trader across national, broadcast, lifestyle and online press.  Highlights included a full page in The Daily Sport, stories in The Independent, MSN and radio interviews with regional BBC outlets. Matt Thompson was highlighted as the authority on scrappage in all articles.