Motors.co.uk unveils “Motor Sensei” as new brand icon

Motors.co.uk, the Daily Mail and General Trust owned used car network, has unveiled a major advertising push starring a new brand icon, called the “Motor Sensei”.

The website has appointed VCCP, creators of the ComparetheMeerkat ads, in the hope of garnering as much attention as the insurance spots, through the creation of the icon, who will feature in a major national advertising campaign including print, broadcast, online and event activity.

The ads will feature words of wisdom from the Motor Sensei, and is timed to coincide with the launch of the new motors.co.uk website. He will provide buyers with a “trusted source of guidance and advice to help them find their next car.”

The Motor Sensei will provide words of motoring wisdom alongside a new advertising strapline ’find peace of mind, not piece of scrap’.

The campaign aims to promote the website’s free history check service, as well as the site’s independent consumer advice and guidance, in a push to make it the number one website in its category. It will be backed by a new website.

As part of the launch, motors.co.uk has also strengthened its sales drive with the appointment of Ian Webber as sales director who has joined from Yahoo! where he was automotive category director for Yahoo! UK and Europe. for five years at Yahoo!

He says: “The far-reaching improvements to the website coupled with the hard-hitting advertising campaign will enable the business to realise its ambitious growth strategy to become the number one site for car dealers and manufacturers.”

Motors.co.uk launched in 2007 and is the UK’s second most visited used car website behind Auto Trader with a 21.4% market share, according to ComScore.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here