WORK PERFORMED

/Advertising
/Video
/Digital
/Point-of-Purchase

Challenge

Manheim needed a B2B campaign that would resonate with very different audiences—buyers and sellers of cars at auction.

Approach & Execution

We positioned them as having the most level playing field in the industry and decided to create spread ads that were actually two ads playing off  each other. We did a series of those ads, then used every other touch point would could to continue messaging the idea of a level playing field for both buyers and sellers. From in-store digital signage to web banner ads, cafeteria tray tables, videos, email campaigns and more, we repeated a consistent, interesting and relevant message to our audience.

Results

The campaign was a huge success with anecdotal stories of people actually referring to themselves as the characters in the ads.