Autotrader on Monday announced its latest national advertising campaign, showing shoppers how easy car buying can be in the new normal in which consumers have adjusted to managing aspects of life from home.
For the campaign, titled “Dealer Chats,” the commercial brings the dealership showroom experience to a shopper’s home. It includes scenes of buyers video chatting and texting with dealers, with buyers allowed to ask all the questions they might have about a car’s features.
“Dealer Chats” builds on Autotrader’s “Still Moving” campaign, and Autotrader developed it with global creative agency 72andSunny New York to help car shoppers navigate challenges in the age of COVID-19.
Tool of North America and “Saturday Night Live” director Paul Briganti filmed the commercial entirely remote on an iPhone 11.
Autotrader said shoppers are looking for digital assistance for every part of their life, from virtual vehicle tours to delivery at your doorstep. Shoppers need the tools to help them weigh their options from home to order, test drive and eventually purchase.
“We have seen the way we shop change drastically, and many consumers are not aware of the options available to them to purchase a vehicle safely,” Autotrader vice president of marketing Greta Crowley said in a news release.
Crowley continued, “We introduced Dealer Home Services in March to give car shoppers a way to see what options they do have from dealers while they are at home. Now you can take a virtual tour of a car from the comfort of your own couch, take a test drive from your front door and even buy the car from home with touchless delivery.”
Airing nationally across cable, network and streaming television platforms, Autotrader’s latest national campaign will focus on premium content across entertainment, late night and sports.
A sample of the commercials is available.
The campaign will also include a digital-first approach through platforms such as social media, paid search, custom sponsorships and content on Hulu, YouTube, Roku and Amazon. Autotrader aims for the campaign to offer interactive and engaging experiences to online audiences.