Manheim

Services: Creative concepts, integrated campaigns

Situation

bcsAgency provides on-going agency support to this key player in the vehicle auction sector. Not only do we provide them with creative concepts to be developed by Manheim’s in-house design team, we also supply strategic, proposition, creative and asset deployment of integrated on and offline marketing campaigns.

 

Task

Following the example set by the motor trade, purchasing through an auction is probably the most cost effective way of acquiring a vehicle. However, on an individual level, members of the public are often apprehensive about attending a vehicle auction. Whilst some people may fear looking foolish, many are unsure whether the vehicle which they are purchasing is of sufficient enough quality. What’s more, many are put off by the completely different ambience to that of being in a car showroom.

 

Action

bcsAgency was briefed to create an integrated campaign highlighting a NPD from Manheim and a free seminar for the public on what to expect and how to buy at auctions. bcsAgency’s strategy was to use the fear and concerns people have about going to vehicle auctions whilst at the same time tapping into the fact that people would miss out on deals if they did not attend the training.

Therefore, we developed a visual metaphor for that fear in the shape of a scary dog, which as one proceeded through the training became muzzled and trained. The campaign was deployed across DM, email, web banner and Facebook advertising.

 

Result

Due to client confidentiality, actual results on this campaign can not be provided.