Auto Trader & PR Agency One: Eau de New Car

Auto Trader appointed PR agency One with the aim of increasing the search engine visibility for new car deals search terms. New car customer acquisition was a key area pinpointed for improvement. With Q4 being Auto Trader’s biggest quarter of the year, it was imperative to implement a creative campaign to cut through competitors’ marketing.

And so, the Eau de New Car campaign was created around the UK’s first perfume that encapsulates the scent of a brand-new car. This contentled marketing campaign was fully integrated, combining PR, SEO, social and content, CRM, house activity and OOH. The pair created a spoof perfume advert as the focal point of the campaign, that led the strategy for channel deployment and created high engagement with both consumers and press.