Auto Trader is to offer Bauer Radio listeners ‘more music’ with an ad embargo during Friday drive-time. The eight week media buy-out will see ads replaced by songs chosen by listeners, courtesy of the country’s leading marketplace for new and used cars.
The partnership, which has been implemented by media agency Vizeum, forms part of a wider campaign to raise awareness of Auto Trader’s ‘What Drives Us Is You’ positioning. Each Friday the brand will own a full hour’s worth of advertising space and use it to bring listeners to Absolute Radio, Magic 105.4, heat Radio and Kerrang! Radio more music and less commercial noise.
Three listeners will win the chance to choose a song during this ad free hour. And the campaign will be supported with more traditional sponsorship and ad spots across the Bauer network of radio stations, while large digital billboard ads in key footfall areas and rail terminals will help communicate the brand’s core messages.
Jonathan Williams, Marketing Director at Auto Trader said: “Offering UK motorists an ad-free hour every Friday evening will improve the driving experience and is a way for us to pay tribute to the 11 million Brits that use Auto Trader every month. We have been listening to UK motorists for 37 years, designing a market place based on their needs and feedback. Our ad-free radio hour celebrates their contribution, while expanding the concept of ‘What drives Us Is You’, for all those looking forward to a relaxing weekend ahead.”
Jody Aird, Head of Performance Planning, Vizeum said: “With so many drivers listening to their radios, the journey home provides the perfect platform to thank Auto Trader’s loyal fans and customers. Through a deeper partnership with Bauer Radio, we have access to a portfolio that offers the depth and range to broadcast at scale with a unique approach, giving listeners more of what they want.”
Clare Chamberlain, Head of Brand and Creative solutions at Bauer Media said: “We are delighted to be working with Auto Trader to bring to life the ‘What Drives Us is You’ proposition. With 22% of all radio listening taking place in the car, partnering with our Drive-Time shows provides the perfect platform to talk to our audience whilst they are on the move. The combination of the Drive-Time sponsorship together with the ad free hour and integrated digital activity we aim to embed the message deep into the fabric of our editorial”.