Auto Trader celebrates the UK’s best digital automotive manufacturers and dealers from across the industry

Drum came up with the idea of celebrating and rewarding the UK’s best digital car dealers and manufacturers across the UK, by asking motorists to rate what was good and bad on a site, through qualitative and quantitive research.

The AutoTrader Click Awards were born – a new and prestigious Awards scheme, hosted by AutoTrader.  Benchmarking excellence across a range of key online indicators, the insights and data were welcomed by the motor industry.

The Click Awards were based on a detailed study, amongst motorists who had recently brought, or were thinking about buying a new or used car. The study looked into various aspects of website usability including the quality of customer service via the websites, design, clear and intuitive navigation, search tools and research information for consumers.

We worked alongside the marketing team to lay the groundwork to ensure that it was an integrated campaign, from the Awards event management to the design and delivery of the marketing and PR campaign.

The Awards were launched at a glittering event at The Park Lane Hotel in Central London, presented by Andrea Maclean, celebrity panellist on ITV’s Loose Women. Attended by over 100 senior representatives from the UK’s leading motor manufacturers, dealers, car supermarkets and the motor trade press, the Click Awards were loved by the automotive media.

We landed over 30 pieces of media print and online coverage for the launch, across the motor trade, fleet, regional and business media.  Running for a decade, The Click Awards got bigger and better each year.

We can genuinely say that we created a deeper understanding of the user experience of motoring websites, to improve the sales journey for car buyers and drive sales for manufacturers and dealers.