Manheim: B2B Campaign

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Challenge

Manheim needed a B2B campaign that would resonate with very different audiences within the same trade magazines–both small and large buyers and sellers of cars at auction.

Approach

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.

Results

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

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