Besides generating traffic, the online communication of Auto Trader is focused primarily on building the brand AutoTrader.nl, meaning creating brand awareness and brand likeability. This should result in maintaining and creating a top-of-mind position amongst the target audience. Therefore, the briefings consistently stressed the importance of humour and interactivity in the creative concepts. For this specific case, interactivity was utilised to an extreme extent.The main concept that was chosen to carry the AutoTrader-message was "honking". Visitors to particular automobile websites are confronted with a pop-up containing a keyboard that produces car-horn sounds in different tones. They can choose to record their own "Honking-song" and send it to friends or to AutoTrader to be eligible for incentives. The creative, which was honoured with a Silver ADCN-Lamp in the Netherlands (a first for an interactive entry!), generated a multiple of creative songs and a huge amount of traffic to the AutoTrader website.

Objectives- Establish a 10% increase in traffic within a time period of three months. Eventually this should lead to and maintain a top-of-mind position.

Target audience- Consumers who are actively or passively looking for a new or used car on the Internet.