Channel 4 and Auto Trader strike new multi-platform partnership

19 July 2023

Channel 4 has struck a new 12-month partnership deal with Auto Trader, promoting the online automotive marketplace’s ‘Britain’s Biggest Matchmaker’ campaign through a series of branded idents and adverts.

The seven-figure, multi-platform deal will align Auto Trader’s campaign with people who are exploring buying or selling cars. A series of adverts and idents will appear alongside relevant programmes related to different reasons for buying a car, with the aim of highlighting that, whatever the reason they’re searching for a car, Auto Trader is the brand to help drivers find the right one.

Auto Trader is the first brand to use Channel 4’s new series of 10-second idents which will feature copy that contextually links to the content they air around, brought to life by different styles of voiceover. The idents will appear alongside 20-second adverts by creative agency Recipe, as an extension of Auto Trader’s “Britain’s Biggest Matchmaker” campaign. The platform is the largest of Auto Trader’s integrated campaigns to date and celebrates the brand as the “largest digital marketplace for new and used cars.”

The partnership will kickstart with adverts playing in much-loved shows including Location, Location, Location; Our Guy: In Columbia; The Supervet; and The Dog Academy. Further programme features are set to be announced in the following months.

Harnessing Channel 4’s breadth of shows and high reach, an estimated 37 million adults will be reached across the campaign, which launches on tonight’s episode of George Clarke’s Old House to New House. The adverts and idents will run across Channel 4 and Channel 4 Streaming until the end of the partnership, supported by digital and social activity.

The partnership results from a process run by Auto Trader’s media agency of record, The Specialist Works, whereby several media outlets were invited to pitch innovative partnerships with Auto Trader.

Mark Watts, Customer and Commercial Leader at Channel 4 said: “This partnership focuses on connecting Channel 4’s relatable lifestyle content to an emotive reason for buying a new car, through themes including home, travel, dating, pets and sustainability. It’s been wonderful to collaborate with Auto Trader on such an innovative and engaging campaign which will reach drivers across the UK.”

Camilla Ellerton, Marketing Director at Auto Trader said: “We are very excited about this opportunity with Channel 4, a media channel that shares so many of our own values. The partnership enables us to bring our Britain's Biggest Matchmaker campaign to life alongside key programming and with a channel who, like us, have a long-standing reputation for both heritage and innovation."

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Notes to editors:

The Channel 4-Auto Trader partnership follows on from the Auto Trader-Global partnership announced in May. Both were brokered by The Specialist Works.