When delivering hard truths to your audience, your messaging needs to be incredibly tactful or you’ll lose them forever.

Car dealers depend on wholesale auctions to supplement their inventory. But they would often follow their gut on which cars to pick. They might overpay for a car that won’t sell as high as they think; they might miss expensive repair work needed; they might overlook a car that would be a hot seller in their market.

In short, they were making mistakes.

The challenge with this campaign was to make dealers aware of these costly mistakes – without rubbing their noses in it.

“Mistakes Happen” was an idea I brought to the brainstorm, pitching it as a way to take the pressure off dealers, be less accusatory, and come across as empathetic. Then, we offer up the client’s automotive SaaS product as the solution.

The campaign brought a fresh angle dealers hadn’t seen before, resulting in higher traffic and an increase in demo requests.

Print Ads

Testimonial Video

This campaign included a corresponding testimonial video that was leveraged for content in emails and on social channels. For the video, I reviewed the dealer’s raw interview footage, then selected clips that best told his unique story a story – the auction mistakes he was making and how he became so much more successful thanks to the client’s product.

eBook

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_{*Project completed as an employee of FARM, LLC.}