The farmers come from all over South Africa so we decided to reach them at Bed & Breakfasts surrounding the show. We placed 100 welcome mats outside the B&B entrances and turned those into our media! Each mat had a section shaved out of it and a tractor strategically placed so that it looked like the tractor had harvested the mat. A copy of the Commercial Trader was left on the mat for the farmers to take home. This way, not only were we the first touch point the farmer’s experienced for the show, but we also gave them a resource to find all the tractors and machinery they would encounter at the show, with the most competitive prices.

By creating these “live classifieds” we were not only able to engage potential buyers and show them that the Auto Trader had the widest range of pre-owned vehicles but we were also able to further the relationship between the brand and the consumer where its magazine and website could not. This was immediately reflected by the increase of weekly sales to 22 395 and a 16% increase of daily traffic on their website, making it the most successful outdoor campaign that the Auto Trader has ever run in South Africa.