Atlanta Advertising Agencies: For most people,
car buying happens every few years, but for those in the wholesale
buying and selling business, it is daily occurrence that has the
potential to expose a variety of emotions from tenacity and determination
to exhilaration and satisfaction. The process of buying and selling
vehicles for a living evokes a vast array of personality types,
from cowboy to rock star.
Atlanta ad agency Kilgannon - a member of the American Advertising Agencies network - has developed a new campaign for Manheim that captures the various personalities and tales of wholesale buyers and sellers. The integrated campaign, which includes print, video online and direct mail components, breaks on May 24.
"Manheim is the industry leader, with a great track record of offering the most vehicles and the greatest accessibility," said Rena Kilgannon, president of Kilgannon. "Our goal with this campaign was to motivate customers to move beyond just a functional association with the brand and to develop an emotional tie to it. At any given point in time, wholesale buyers and sellers will find themselves tapping into the mindset of one of the personalities represented. And, looking back, individuals will likely find that they have represented each of the personality types at one time or another."
The campaign depicts a total of 12 personalities, any combination of which could surface in the wholesale marketplace, regardless of whether the transaction is conducted online or in the lane. Every transaction is a little different, as is the mindset a wholesale buyer or seller may exhibit during a particular transaction. No matter the approach, by choosing a Manheim auction, participants can rest assured they are "winning in the greatest marketplace there is."
Personalities of wholesale sellers featured in the campaign include: cowboy, emperor, Greek god, guardian, prospector, shark and rock star. Wholesale buyer personalities that are profiled include: big game hunter, detective, gambler, magician and secret agent. The copy captures the tale of each personality. For example, a wholesale seller may transform into a rock star who knows she'll always sell out the show. The auction is her stage, and she has an all-access pass. She is ready to "crank up the volume and let the bidding begin." A wholesale buyer may take on the personality of a gambler who holds his cards close and learns the other man's game. By bidding at precisely the right moment, he "rakes in big profits later." To meet these and other auction personalities, visit Manheim.com/YourAdvantage.
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