Competitive Campaign from Motorway Ignites a Car Bidding Frenzy

Motorway, the UK’s fastest-growing used car marketplace, has launched a new campaign featuring the biggest car-bidding competition the nation has ever seen.

Motorway connects car owners directly with their network of more than 5,000 car dealers. These verified dealers compete to buy each car in a daily online sale, allowing the seller to get a great price and accept the highest offer. All of this happens 100% online, with their car collected from home for free, meaning sellers don’t have to compromise between price and a convenient selling process.

To bring this to life, Motorway’s new campaign features dealers around the country competing with their best price for Helen’s car. Directed by Traktor of Stink Films, the TV spot opens on Helen completing her car’s profile and entering the car in Motorway’s daily online sale - all done from her smartphone, from home. 

Once the car is in the daily online sale, the bidding frenzy starts to spread across the nation. Helen’s car becomes the interest of countless dealers, all ‘bidding their best price’ for her car. Even Alesha Dixon is getting involved, interviewing the ‘star of the show’ on the red carpet who upped the previous bid by £500. Fans celebrate the buzz of the competition before Helen manages to sell her car for an even higher price of £15,000, all without needing to leave the comfort of her own home. She simply accepts the highest bid! The film ends with the line ‘Yes, way. Motorway, the way to sell your car’.

Since launching in 2017 as the UK’s first-ever C2B used car marketplace, Motorway has seen impressive year on year growth. The business saw its sales more than double year on year from £841m in 2021 to £1.7bn in 2022. This rapid growth demonstrates the continued demand for Motorway’s service. 

This campaign is the second instalment in Motorway’s ‘Dealers Compete’ brand platform, which launched in 2022. In addition to the TVC, Motorway’s through-the-line campaign includes radio, social and OOH. The campaign was created by Wonderhood Studios, with media planning and buying handled by MG OMD.

Rachael Halliday, brand marketing director at Motorway, said, “We’ve had a record breaking year, doubling sales and increasing the volume of cars in our daily online sales. Our unique proposition, where dealers compete to give sellers their best price, has grown in awareness and our growth year on year, really is testament to this. We’re confident this high reach campaign will drive greater awareness, and connect with an even wider audience, at a time when getting your best price is more pertinent than ever. We’ve injected more cultural cues this time round, which we feel creates an engaging way to bring the Motorway way to sell your car, to life.”