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The UK’s fastest growing used-car marketplace Motorway today unveiled its new brand platform and multi-channel campaign, ‘It’s not magic. It’s Motorway’. The campaign tackles the often-painful process of selling a car, showcasing how Motorway makes it easier and as smooth as possible to sell on its platform.

Selling a car can be daunting, but Motorway simplifies the experience by connecting private sellers with over 7,500 verified dealers who compete in a daily online auction. The new campaign showcases how Motorway’s smart technology makes the experience so easy, it feels like magic.

‘It’s not magic. It’s Motorway’ captures the feeling of effortless selling through a touch of playful magic. The multi-channel marketing campaign, developed in collaboration with creative studio Uncommon, rolls out from March 21st and spans TV, BVOD, OOH, YouTube, Radio, Social and Display.

This is alongside a new brand positioning and refresh of the brand’s visual and voice identity, which aims to disrupt the category narrative and build the nation’s confidence to sell their car.

The campaign launches with TV spots, directed by Grandmas, that showcase private car owners experiencing the effortless process of selling a car through Motorway.

The advert opens with a seller watching in disbelief as their car levitates off their driveway, only to reveal that it’s being lifted onto a truck by a crane, emphasising the real magic: Motorway’s effortless process.

Strategic out of home advertising will be seen across roadside and transport throughout the UK, including notable sites in London, Manchester, Liverpool and Birmingham, alongside refreshed design for the brand’s iconic yellow London taxis. All media planning and buying is led by retained media agency MG OMD.

‘It’s not magic. It’s Motorway’ is the first iteration of its new brand positioning, led by TwentyFirstCenturyBrand with accompanying refreshed visual and voice identity led by Otherway. The new visual and voice identity will be implemented across all customer touchpoints, reflecting the company’s innovative approach to car selling. This refresh marks a significant step in Motorway’s marketing evolution following the appointment of CMO Naomi Walkland last year.

Naomi Walkland, chief marketing officer at Motorway commented, “This is an exciting moment for Motorway as we launch our new brand platform, 'It's not magic. It's Motorway' and paint the UK yellow with an integrated, multi-channel campaign. As a nation of drivers, cars are often one of the most valuable assets people own. Yet when it’s time to sell, the process can be overwhelming, confusing and stressful.

“Motorway is here to change that, by making this important but seemingly impossible process feel easy. Our customers tell us that we make it simple to sell your car, for a great price, with the majority getting more money than they expect.

“Our new campaign, the first in line with our refreshed brand positioning, aims to show that with Motorway, selling might feel like magic - but really, it’s just our smart technology and great service that offers more ease, clarity and value than anyone or anywhere else.”