February’s shortlist brightened up short winter days with a brilliant array of creative campaigns. However, it was Auto Trader and The Specialist Works that put their pedal to the metal to be named February’s ad of the month
Working with the Guardian and the Evening Standard in a multiplatform campaign across news brands, Auto Trader’s editorial director and motoring journalist Erin Baker swapped the driving seat for the electric vehicle advice column.
Answering readers’ biggest questions and commonly-held myths, the content aims to demystify the EV revolution and help readers make more informed decisions about their next purchase.
Winners The Specialist Works said: “Our content partnership with The Guardian helped Auto Trader overcome a particular challenge enabling them to cut through in a cluttered marketplace and cement their position as experts in the EV world.
“We created a bespoke, co-branded partnership, spanning Print and Online always ensuring that the content was human focused and as engaging as possible. We created the ‘Auto Agony Aunt’ (written by Erin Baker, editor for Auto Trader), to provide a familiar and comfortable platform for future EV consumers to ask their real world car questions, which were answered with a combination of humour and expertise.”
This month, we also partnered with RAMetrics to provide a consumer perspective to our winning campaign. According to RAMetrics’ nationally representative readers panel, Auto Trader’s partnership came out on top as both our shortlist’s most thought provoking campaign and the most likely to make readers want to find out more.
Congratulations to Auto Trader and The Specialist Works, as well as The Specialist Works’ Joe Green for being our lucky £50 Amazon voucher in our prize draw!
