Auto-Trail

Auto-Trail are a specialist manufacturer of motorhomes and campervans. They have the unique challenge of needing to provide immense amounts of detail to their audience, with little control over the final buying experience which lies with their dealers.

Over the last few years audiences have also shifted, and new opportunities came into play which the company weren’t accommodating.

With this in mind, the new website needed to:

To better understand the market landscape and audience, we completed a number of research activities. These led us to uncover important insights that informed the creative for this project. These insights revealed a potentially overwhelming amount of choice in the market, as well as risks and opportunities centred around the purchase being made off-site at a dealership. There was also a need to serve both established audiences and emerging new demographics.

Core to the experience we delivered were key purchase drivers among the audience, who see their campervan or motorhome as either a vehicle purchase, a holiday (i.e., part of the destination), or simply accommodation they can take with them. We need to resonate with the audience, no matter how they see their purchase.