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Motors.co.uk launches multimedia radio and online campaign to drive sales leads to dealers

  • Integrated campaign across Bauer Media's Absolute Radio, Magic Radio, Mother&Baby and Car
  • Includes Frank Skinner's popular Saturday morning show and poetry podcast
  • 10-week promotion offers consumers chance to win £10k off next car

21 May 2021 Motors.co.uk has launched a multimedia radio and online campaign across Bauer Media's Absolute Radio, Magic Radio, MotherBaby and Car as part of its multi-million-pound 'Search Less. Live More.' brand campaign to drive online sales enquiries and test drive leads for automotive retailers advertising with eBay Motors Group.

The 10-week campaign sees Motors.co.uk sponsoring the popular Saturday morning Frank Skinner Show on Absolute Radio. It will also be the first sponsor of the comedian's weekly Poetry Podcast.

Motors.co.uk will also sponsor Saturday Mornings with Dan Morrissey on Magic Radio.

To complement the on-air activity, both radio stations will also host dedicated branded pages on their websites offering listeners the opportunity to win £10,000 towards a car bought on Motors.co.uk.

Branded magazine content articles will also appear on the Car and Mother&Baby websites.

"With automotive retailers welcoming customers back on to their forecourts, we're delighted to partnering with so many well-loved and respected brands, including Magic Radio and Absolute Radio, to increase awareness and consideration of Motors.co.uk, especially among young families" said Dermot Kelleher, head of marketing and research at Motors.co.uk and eBay Motors Group.

"We believe that the light-hearted but thoughtful elements that Bauer has integrated across this campaign will act as a perfect extension of the "Search Less. Live More." campaign that we launched on TV in March, focusing on the positive, practical and emotional impact that finding the right car can have on so many facets of our lives."

"We're also very pleased to be the first advertising partner on Frank Skinner's critically acclaimed poetry podcast and to be able to align our proposition with his wit, humour and intelligence" he said.

Simon Kilby, Managing Director, Bauer Media Advertising, added: "At Bauer and our specialist auto service Autoventure, we know that it's important to speak to prospective car-buyers early and that those who are not yet in-market for a car are different from current buyers - therefore it's important to target them in different environments and not just on automotive-focused channels. By launching this new campaign across radio, podcasts and magazine brands, we're able to reach Motors.co.uk's target audience in a relevant and relatable way that connects."