Online success drives Renault UK back to Auto Trader
- Added:
- Jul 30, 2007
Renault UK, in partnership with media agency Carat, has selected the online channel as a key part of its data lead generation drive, following the success of its earlier promotion with Auto Trader, the UK’s no 1 motoring website. In the previous campaign, which was also negotiated by AdLINK Media, only 20% of media spend was dedicated to online, but it produced 80% of the campaign’s results.
Renault UK’s new three month campaign will run as a ‘win a Renault’ competition and is expected to reach more than eight million car buyers, with a target of over 35,000 competition entries.
To reach this target, AdLINK Media will be using a combination of large format high-impact adverts such as overlays and page peels, as well as targeting advertising inventory to ‘Renault’ searches on the Auto Trader site. AdLINK Media’s creative studio is producing the creative for the campaign, including the development of all rich media elements.
Joanne Caldwell, customer communications manager at Renault UK, said, “Renault UK, through Carat Digital, has worked closely with AdLINK Media and Auto Trader for 5 years and our decision to run this campaign online is testament to their combined dominance of the automotive sector. The Auto Trader site offers us great reach and direct access to new prospects.”
Vicky Foster, sales director at AdLINK Media, added, “Our exclusive relationship with Auto Trader is very attractive to car manufacturers in particular, as it demonstrates our understanding of the sector, and ability to reach a highly targeted market. The return on investment that we can offer clients such as Renault UK is unrivalled in other media sectors, which reflects Renault UK’s decision to dedicate its media spend to this pure online campaign.”