The DVLA asked us to remind people in the market for a second-hand car of the importance of the V5 logbook. Because without it you have no way of telling if the - car you are looking to buy has been stolen, scrapped or made up of several cars welded together. The key to the problem was to show how easy it is to be misled in the used car market. We developed an online campaign that dominated the Auto Trader website. As well as using traditional banners we also placed spoof ads featuring “dream cars” for sale with made up histories. These appeared on every search. What’s more because users tend to print off these pages, it meant that they took a reminder to look for the V5 Logbook with them when they went to view a car.Since their launch in mid-October the spoof ads have seen a click-through rate of 23%. An astonishing figure compared with normal rates for this activity of 0.2%, showing that users looking for second-hand cars are genuinely interested in learning more about the V5 Logbook.