The Used Car Market Motorway has launched a multi-million pound national advertising campaign on television, outdoor, radio and digital channels.
The goal is to show people how they can get the best deal from the comfort of their own homes.
The all-new TV commercial – which premieres tonight – follows the journey of an Autobahn customer enjoying the company’s end-to-end car sales experience for the first time, with professional dealers who bid against each other to win the vehicle.
It opens when the customer downloads their car to the platform while relaxing in their tub. Viewers then get a glimpse of what goes on behind the scenes at a freeway car sale.
Located on a real freeway, car dealerships race against each other to reach the car, all bidding for the best price.
The winning dealership performs a daring stunt, leaping out of their vehicle to retrieve the car, which ultimately results in the blissfully oblivious customer getting a lot from the comfort of their home.
The film ends with the new brand slogan “This is the Motorway”.
The 30-second commercial will run on Coronation Street on ITV at 8 p.m. this evening (August 20), followed by a rerun of the Deceit program on Channel 4 between 9 p.m. and 10 p.m.
The television advertising will be supported by radio, social media and an outdoor campaign launched in September which will unveil the new visual identity of Autoroute.
Tom Leathes, CEO of Motorway, said: “Motorway has grown very rapidly this year to become the preferred stock source for thousands of dealers across the UK.
“Our team has worked incredibly hard to help our dealers buy the best stocks from the public in a transparent way, helping them to increase their margins and leverage the power of e-commerce.
“Our new nationwide advertising campaign is expected to further increase inventory availability as we introduce highway service to an even wider consumer audience.
“And what better way to do that than to make the car dealerships themselves the stars of the show?
“We are confident that this campaign, combined with the unmatched service of our growing team, will give our dealers even greater access to the best private used cars at the right price, 100% online.”