The first ever broad-based communications plan of Manheim sought to build deeper emotional connections with the brand in order to drive long-term preference. An integrated campaign was built around dealer personas that represented how different buyers and sellers all succeed in Manheim’s wholesale automotive dealer marketplace.
Situation
Research fielded by Manheim, the largest and most well-known wholesale automobile auction, discovered that the brand was primarily differentiated by its size, number of locations, and range of vehicles. In order to drive long-term preference, the brand needed to move beyond rational appeals and build a more powerful emotional connection with its customers.
Insight
No two customers enter the marketplace with the same mindset. Each has their own unique perspective and approach. Manheim’s fair and open marketplace creates an environment where every buyer and seller has the tools and information to succeed, no matter what his or her style or personality.
Application
The campaign features 12 different buyer and seller personas, each telling their own tale of winning in the Manheim marketplace. Buyer and seller pairs were matched together to further emphasize success on both sides of the transaction.
- A new tagline — Manheim. Your Advantage – reinforced the message across all media.
- A digitally-driven plan brought the personas to life in video, online display banners, e-blasts, and a new microsite. High impact print and direct mail further extended the message.
Results
- Internal audiences and the auctions enthusiastically embraced the campaign, posting the video on social media sites even before it launched.
- A comprehensive brand scorecard was established to measure preference, perceptual shifts, and customer engagement, including readership studies, custom brand research, site traffic, and video views.
“I love this campaign. It is the best thing we have ever done.”
Dean Eisner, CEO. Manheim
The new brand was brought to life in collateral.
Landing pages
Email campaigns
