Manheim, the world’s leading provider of automotive remarketing services, operates a marketplace for the millions of cars that change hands every year at auction.
the challenge
appealing to new audiences
In the past, Manheim had primarily targeted the seller market with its generically named “fixed operations reconditioning services.” However, Manheim decided to launch a strategic, branded initiative to leverage these same services with the wholesale buyer, as well as consignor.
the solution
fun and experiential storytelling
In order to help Manheim capitalize on a market projected to be worth $800 million annually, a multi-year, strategic and tactical marketing plan which outlines business and marketing objectives was developed for Manheim. Utilizing a three-tiered communications approach involving Experiential, Support, and Foundational touchpoints, the nimble branding team at Windup got down to business and a campaign of truly heroic proportions was launched in 10 short weeks.
the result
a lift in sales between 60% and 809%
The newly branded, “Frontline Services” were exclusively delivered at participating US locations via the “Frontline Force,” a superhero task force working to increase customers’ bottom lines. Within 3 months of launch, the top 5 performing auction locations saw a lift in sales between 60% and 809%. Collectively, all 26 participating locations saw a 15% lift in sales within that timeframe.
