AutoTrader sell cars. Their job as an automotive classified website is to know what consumers want, research helps them gather that knowledge and share it with manufacturers and car brands.
In their most recent study they looked into in-car technology and how (and if) it affects the consumer journey. They gathered a range of opinions from 17000 car buyers on in-car tech.
Can people live without Bluetooth? Is SatNav an essential? AutoTrader wanted to find out
Our job was to help spread the word about the research and generate interest in its findings. We had animated Autotrader research previously, and to great effect.
Following that success it made sense to keep a lot of things the same, but the end result is a fresh animation that gets the job done.
The tech research we were working with was for a completely new audience: decision-makers from the car manufacturing industry. We rejigged our approach to suit this new set of eyes, but stuck to the Autotrader brand guidelines, animation style, and the friendly, credible tone that had worked so well for our last animation.
The animation centered on one quirky character – the car zoomed through he animation, met obstacles along the way, was thrown off cliffs and crashed onto sofas. With this chaos we followed the consumer journey, highlighting the importance of the Autotrader research at each stage.
We kept things simple, using minimal text, focusing mostly on the journey and the V/O. A 2D effect simplified things even more.
James Capel returned to pick up where last year’s AutoTrader animation left off, his voice being a perfect fit for AutoTraders friendly, neutral tone.