Project Description

The challenge: To communicate the re-brand of Bike Trader to Auto Trader Bikes, an improved digital destination for Britain’s bikers that now marries expert editorial news, reviews, advice and awards to support Auto Trader’s origins around buying and selling. The chosen location for said communication was Motorcycle Live (Birmingham NEC, 22-30 November 2014), the biggest show in the UK bike calendar.

TMB’s Solution

The new, contemporary branding and logo became an integral part of the design and utilised bespoke imagery and video reviews from the Auto Trader Bikes editorial team.  The stand incorporated some of Auto Trader’s digital products, including live stock listings and awards content, to showcase the improved user experience. Visitor participation was also encouraged via the use of wall-mounted iPads, an oversized, touch-enabled iPad table, an exclusive competition as well as a virtual photo wall.

Giant iPhones were used to communicate key marketing messages and provide a tool for promotional girls to demonstrate how to download the Auto Trader Bikes app, while plasma screens compounded these marketing messages, broadcast review content and promoted the exclusive competition whereby visitors could win £3,000 towards their dream bike on Auto Trader Bikes.

In keeping with the digital theme, the virtual photo wall had visitors ‘sitting’ on a wide range of iconic motorcycles and backgrounds, emphasising the class-leading breadth of stock available on Auto Trader Bikes. Everything from a Harry Potter-esque Royal Enfield with sidecar to a Ducati Desmosedici at the Mugello race circuit, was captured and shared via social media networks.

The competition winner was announced at the end of the show and has recently purchased his dream Kawasaki ZX 636 via the Auto Trader Bikes website.

The Outcome

Auto Trader management team were extremely impressed by the end result.  With the editor in chief commenting: “The whole operation has been so slick….I think the show goers are going to get quite a shock as to how much the brand has moved on in 12 months!”