Auto Trader is launching its latest New Car marketing campaign centred around the smell of success, with a creative designed to get people talking.
The digital marketplace for new and used cars has bottled the scent of a brand-new car – the smell people most associate with success, according to Auto Trader’s research – and is retailing the unique fragrance, Auto Trader: Eau de New Car, from 9th March 2020.
The unisex eau de parfum will be available to buy from a bespoke landing page on the Auto Trader website which, in a creative first for the brand, will be designed to look like a webpage for a high end perfume brand, rather than a car retailer.
Retailing at £175 per 50ml bottle the perfume will be supported by additional marketing activities, including a perfume advert, produced in-house and supported by paid and organic social, CRM, and consumer PR linking the smell of a new car to success.
Featuring Auto Trader’s resident celebrity and ex-Top Gear host Rory Reid, the tongue-in-cheek perfume advert draws a comparison between success and the smell of a new car.
Meanwhile, the brand will be putting the smell of success directly under consumers’ noses with a scented double-sided digital six sheet in Manchester’s Arndale Centre. Developed in partnership with OOH company Clear Channel, the screen will have bespoke branding and dispense the perfume via motion-triggered scent diffusers.
The campaign will be amplified further through PR announcing the story with consumer research that supports the link between new cars and the feeling of success.
Auto Trader’s Head of Marketing Communications, Ben Darby, says: “PR continues to play an integral role in our brand activity and in-housing more of our marketing capability enables us to launch impactful campaigns that convey more of Auto Trader’s personality.
“2020 is set to be an exciting year for the brand where we’ll continue to test and try new channels and formats to broaden our touchpoints with the full spectrum of new and used car buyers.”
The scent is described as a fresh, purifying fragrance which blends notes of fine leathers and hard wax from the most premium of vehicles, to recreate the heady emotion of the first journey in a new car, culminating in a finish of musk and carpeted aroma.
Media planning and buying was handled by The Specialist Works. Paid and organic social, content production, and design was handled by Auto Trader’s in-house team with PR supported by PR Agency One.
To find out more about Auto Trader: Eau de New Car and to buy, click here.