CAMPAIGN CONCEPT
A summer-themed campaign introduced a relaxed beach character as a metaphor for staying cool under pressure.

VIDEO SPOT: AN AUTOMATIC DAY AT THE BEACH
Wouldn't it be great to go to the beach and be protected 'automatically' so you can stay cool and confident!? With the help of some local ATL talent, we brought our story to life.

HOW DID WE GET TO OUR LAID BACK BEACH GUY?
We had to think about insurance and what would be relate-able. Then we kept drilling down until we had something that was going to resonate well with our dealers.

MATH WAS DONE
Problem solved with cool guy

INTEGRATED CAMPAIGN ASSETS
Creative assets were designed to scale across multiple channels, ensuring consistent messaging across auctions and marketing communications.

DIGITAL | EMAIL SERIES
Included intro, product specific and friendly reminder emails.

PROMO SIGNAGE

IN-AUCTION ACTIVATION PHOTOS

MANHEIM 'KEEP COOL' NATIONAL PROMOTION

THE CHALLENGE

Manheim needed to introduce Automatic Purchase Protection, a subscription-based product that gives dealers insurance coverage on vehicles purchased at auction. The campaign needed to clearly communicate confidence and peace of mind while standing out across Manheim’s national auction network.

MY ROLE

Creative lead responsible for concept development and visual direction. I worked with creative director to develop the script, select talent, and art direct both the video/photo shoots. I also created the integrated marketing assets used to promote the product nationwide.

THE APPROACH

Because the promotion launched during the summer months, the campaign leaned into a “Keep Cool” theme centered around a relaxed beach character. The concept reinforced the idea that dealers could stay calm and collected when purchasing vehicles knowing Automatic Purchase Protection had them covered.

The visual system was designed to scale across video, email, landing pages, auction signage, and promotional materials used during location launch events.

THE OUTCOME

The campaign introduced Automatic Purchase Protection across Manheim’s national auction network through a cohesive set of marketing and in-auction materials. Dealers encountered the promotion through email campaigns, landing pages, on-site signage, giveaways, and video placements throughout the auction environment.