Calling All Cowboys and Rock Stars; Kilgannon Develops Ad Campaign for Manheim that Pegs Customer Personalities

Share Article

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 has developed a new campaign for Manheim that captures the various personalities and tales of wholesale buyers and sellers. The integrated campaign includes print, video, online and direct mail components.

“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," said Rena Kilgannon, president of Kilgannon.

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 has developed a new campaign for Manheim that captures the various personalities and tales of wholesale buyers and sellers. The integrated campaign includes print, video, online and direct mail components.

“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.

The print campaign will run in a number of industry trade publications, including: Automotive News, Auto Remarketing, Dealer Magazine, NIADA – Used Car Marketing, NIADA State Network, Used Car News and Ward’s Dealer Business. In addition, the campaign’s digital execution includes online banners and videos, which will appear on autonews.com, automotivedigest.com, autoremarketing.com, sumprimenews.com, nada.org, niada.com and usedcarnews.com.

About Manheim
Manheim is the world’s leading provider of vehicle remarketing services. Through its 130 worldwide wholesale operating locations, Manheim impacts every stage of a used vehicle’s life cycle, helping commercial sellers and automobile dealers maximize the full value of their vehicles. Drawing from its auction transaction volume, Manheim Consulting publishes the annual Used Car Market Report, the definitive source of data for the used car industry. Manheim Consulting offers a wide range of services including custom analytics, business optimization and macro economic analysis.

Manheim is the online vehicle remarketing leader, connecting wholesale buyers and sellers to the world’s largest, most comprehensive wholesale marketplace through its extensive in-lane and online offerings. Manheim.com receives nearly 900,000 visitors each week.

Additionally, Manheim offers services including reconditioning, certification, inspections, dealer financing, title management and marshaling, among others. Through its wide array of services and technologies, industry publications, customer support and educational offerings, Manheim gives its customers maximum control over how they buy and sell vehicles, helping them to conduct business in the most efficient way possible. In 2009, Manheim handled nearly 10 million used vehicles, facilitating transactions worth more than $50 million in value.

Headquartered in Atlanta, Georgia, Manheim is a subsidiary of Cox Enterprises, a leading communications, media and automotive services company.

About Kilgannon
Kilgannon specializes in increasing the profile and customer base of companies with considered purchase products and services. The Atlanta-based agency has built a client list that serves both national and international audiences. For more information about Kilgannon, visit http://www.kilgannon.com/ or call 404.876.2800.

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Debbie Dryden
Visit website