Client partner: Autotrader
Campaign: The Undecided Buyer
AutoTrader sell cars.
It stands to reason, then, that they’d take a professional interest in the online journey of car buyers.
Their latest research followed the online journey of thousands of new and used car buyers, with the primary aim of finding out whether there was any difference between the two. Is there such a thing as a new car buyer or a used car buyer, or is there simply the car buyer?
Our challenge was to take the research results (which let’s face it, can be a little dry on their own) and turn them into effective, impactful presentation collateral for use by Autotrader’s sales team.
Our audience of media buyers and planners required a professional, neutral tone of voice that didn’t stray from the lighthearted and friendly character of Autotrader’s brand.
Also important to get right was the balance between meaningful information and a barrage of data.
A list of figures was never going to keep anyone’s attention, and we set out to summarize the main findings of the research without losing gravitas (or interest). We needed to engage our audience with insightful research, not bombard them with a list of facts.
Working with Autotrader’s brand guidelines, we developed striking, simple visuals and detailed infographics within a presentation. In addition we produced a quirky animation to tell the story of the research across a range of digital platforms.
The animation navigates the research journey, following a white sphere through a factory churning out data and usage statistics, the types of car buyer, technology choices and online resources, it then expands, bounces and multiplies to illustrate the research findings.
The presentation, meanwhile, uses the same white ball as an information bubble and the building block for a range of infographics.