THE CAR BUYING
PROCESS ISN'T MUCH FUN FOR ANYONE.
But women especially don’t feel as confident when it comes down to securing a good deal. They’re 12% more nervous than men when it comes to buying a car and on average, are more likely to receive higher prices from salespeople than men are.
There was an enormous opportunity for us to position motors.co.uk as the place for women to buy cars by giving them the guidance and support they need to empower them in their buying journey.
So how do we make that happen? With a content series tailor-made to hit both functional and emotional touchpoints with women. It would be crucial for us to show women that we understood their problems, and provide them with the relevant resources they need in a way that would resonate and entertain them.
'THE ONE' WITHOUT LOSING YOUR MIND.
It’s learning to negotiate with the velvety confidence of a Sean Connery Bond. It’s everything you need to know about ‘How to Car’.
We knew that the best way to engage viewers was to create something as entertaining as it is educational and turn what is typically a stressful process, and make it warm, relatable and even a little bit fun. ‘How to Car’ would help viewers navigate the car-buying process. Breaking it down into easily-digestible episodes with a light comedic touch.
EVERYTHING FROM BUDGETS
TO FIRST CARS
AND FAMILY CARS.
We teamed up with the brilliant Ellie Taylor to create
two laugh-out-loud series of ‘How to Car’.
In the first series, we ticked off everything audiences needed to know about the car-buying journey. From what questions to ask your dealer to how to find the right car for your budget. All neatly tied together with a comedic edge.
The second series took a slightly different route. Now audiences knew how to buy a car, we wanted to tap into different sorts of people and what unique things they would look for in a car. Maybe you want to drive up a mountain, or perhaps you just want enough room for the kids and dog. Whatever the case, series two was made for you.
With over 2.8 million views across the series,
it went down a treat with Motors.co.uk’s audiences.
Before we came on board, Motors.co.uk’s demographic split was 91% male and only 9% female. After only one episode of ‘How to Car’, it became 54% female!