The UK’s First Ever Video Magazine Cover
Autotrader
Issue 29 | December 2013
Agency
Elvis Communications
Creative Team
Associate Creative Director: Shwan Hamidi Art Director: Dan Noller Copywriter: Danny Symes Lead Design: Chris Clausen
Production Team
Head of Production: Jay Foster Project Manager: Alex Perkins Sound: Matthew Santo Motion Graphics: Blue Zoo
Other Credits
Account Director: Adam Newman Account Manager: Jonathan Craven
Date
June 2013
Background
Auto Trader is a British institution. Since 1977 they've pioneered new ways to help Brits buy and sell cars – from ground-breaking websites to iPad apps. And now, to stay ahead of the digital curve, they're moving purely online and saying goodbye to the much-loved magazine.
The task was to celebrate 36 years of innovation and mark the final print publication, while celebrating the benefits of Auto Trader's online future.
The idea needed to be as forward-thinking as the brand. Turning what could be seen as a sad farewell into an exciting introduction to the future.
Idea
The UK's first ever video magazine cover was created– inserting ultra-thin, high-resolution screens into the special final box editions. Each cover was designed and printed to the highest specifications – combining spot UV, foil blocking and embossing to create a one-off desirable Collectors' Final Edition.
The video re-lived Auto Trader's innovative history from when it first launched in 1977, juxtaposing each pioneering milestone with nostalgic cultural references such as the Chopper bike, Michael Jackson's moves, the Rubik's cube and, of course, classic cars from each specific era. It then went on to reassure the Auto Trader faithful that its future online is bright, with more cars, more buyers and more freedom to search and sell on the move.
Results
Adverts listed on autotrader.co.uk are up by over 11% since the activity went live.
From celebrity fans to national newspapers, the video magazines also got plenty of people talking, on the Chris Evans' Radio Two show, The Telegraph and The Mail websites and numerous motoring blogs. Auto Trader's biggest readers were delighted and even Jay Kay reportedly has one pride of place on his office shelf.
The digital cover magazines generated 17 pieces of press coverage across The Sun, The Independent, i, London Evening Standard, MSN, Marketing, Campaign, Mobile Entertainment and Brand Republic – all driving brand awareness across car buyers and sellers nationwide.
The pioneering nature of the activity was also picked up on Twitter with key journalists such as Leo Wilkinson (Telegraph Online), Nate Lanxon (Wired.co.uk), Alex Todd (Recombu Cars) and Lee Boyce (Mail Online) all tweetiing about the final collector's edition digital magazine within days of it being sent out.
The client was over the moon too: 'The campaign provides the perfect crescendo to the magazine's 36 year history and cleverly highlights our continued innovation" – Dan Daly, Head of Consumer Marketing, Trader Media Group.