Motors.co.uk Points Smart Finger at TV Campaign

Motors.co.uk has launched an online monthly payment search tool with an advertising push created to drive additional traffic to the website

Motors.co.uk has identified a gap in the resources available which enable consumers to define their new and used vehicle search results based on these criteria, and has responded with a brand new way to search for a car, coupled with a fresh broadcast creative.

The first-to-market monthly payment search functionality is the latest in a line of enhancements from the brand to help car buyers find the right car both quickly and efficiently. The tool enables drivers to find cars on the basis of their monthly cost and is supported by a major TV campaign.

Launched recently, it introduces a new character dubbed, Miss Smart Finger, and mirrors the consumer experience of using the monthly payment search function by showing the benefit of finding a nicer car than expected. The ad has now been shown more than three thousand times and seen over 80 million times.

“We have invested significantly throughout this year in innovative new tools and functionality to make the process of searching for a car as straightforward as possible for consumers. I’m delighted we are seeing the success of this in terms of the response we have been able to generate for our advertisers,” said Phill Jones, MD of Motors.co.uk.

While the most popular (34%) monthly payment option shows consumers are willing to see what’s on the market, almost one-fifth (19%) of searchers thought £200 was an appropriate monthly payment. A total of 16% chose £150, while 12% were looking for cars at the £100 range.

“We strongly believed that offering a monthly payment search would be vital to improving the efficiency of the car search process and our traffic figures support this. The fact that consumers have seen our new TV ad and have followed our call to action to use the monthly payment search is a real testament to our hard work.”