Manchester-based Auto Trader has launched a new branded content series fronted by BBC presenter Reggie Yates.
Car Confessions has been designed for YouTube to “further position Auto Trader as a leading lifestyle brand” and launches tomorrow.
Yates conducts a series of one-on-one interviews as he drives “seriously impressive cars”. The first two interviews are with Special Forces Sergeant-turned presenter Jason Fox and model-turned philanthropist Katie Piper. Four further names will be announced in January 2019.
In-car cameras capture the interviews. The series will have its own destination on autotrader.co.uk, with the content also sitting on the brand’s official YouTube channel.
Auto Trader’s Audience and Brand Director Lei Sorvisto said: “Car Confessions moves Auto Trader into a bold new direction of lifestyle editorial. We are currently the twelfth most visited website in the UK, and we’ve acknowledged that when it comes to content we must reflect the diversity in needs and tastes across our audience.
“The series doesn’t feature crazy car stunts and hasn’t been designed specifically for petrolheads. We’ve teamed up with a seasoned TV documentary director to ensure Car Confessions is broadcast quality content, designed for the social media age, around issues with real gravitas that an audience can engage with.
