Direct Line is muscling in on the online motoring market with
JamJar.com, a site where consumers can buy cars over the internet.
JamJar.com is claiming it can sell the UK’s most popular cars at up to
30 per cent less than the manufacturer’s price and at lower rates than
vehicles imported from the Continent.
’Unlike Autobytel or Fish4Cars, we are not just a referral tool,’
explained Mark Godfrey, Direct Line’s director of marketing, e-commerce.
’We aim to become the UK’s leading online car retailer. By 2005 we
predict 15 per cent of car sales will be completed over the
Godfrey has allocated pounds 15 million for a marketing campaign to
launch JamJar this summer.
The campaign will cover online and offline media, including a national
terrestrial, cable and satellite TV campaign and a press drive, which is
still being finalised. Radio and outdoor are also being considered.
’You name it, we’re doing it,’ said Godfrey. ’We will focus our campaign
on the extraordinary deals that car buyers get through JamJar.’
MediaCom is handling the offline brief, while Outrider is responsible
for the online media schedule.
Godfrey, who will also oversee ad sales for JamJar, is on the verge of
appointing an online sales house.
The chosen company will sell the usual mix of banners and buttons plus
more adventurous deals, such as sponsorships and content agreements.
’Because of the breadth of content, we are able to adopt clever,
targeted agreements,’ said Godfrey.
Aside from containing lists of cars, JamJar features news and features,
a route guide, a car rental page and an insurance and finance site.
According to JamJar, each car it sells will come with a warranty and
’customer-friendly returns policy’.