Viper Voyage Increases Brand Awareness and Trust
B2B companies around the globe are evolving their brands, services and technology in order to meet the demands of the new B2B buyer. Businesses must create reliable services with seamless end-to-end digital experiences in order to win the buyer’s trust. Manheim, the world’s largest wholesale automotive marketplace, needed a campaign that would launch its Manheim Concierge Service and increase brand awareness and trust for its 24/7 digital marketplace.
The Mx Group crafted and organized an elaborate campaign that stretched across the United States. Using a custom-wrapped Dodge Viper displaying Manheim Express branding, The Mx Group helped put Manheim Concierge Service on full display via social media with its cross-country Viper Voyage.
If you would like to learn more about our brand awareness, social strategy and the Viper’s cross-country voyage, keep scrolling! Then get in touch with us if you are interested in revving up your B2B marketing.
Dealers trust other dealers. The Mx Group collaborated with Manheim to devise an event strategy that would gather and share dealer testimonials on Manheim Express products and services. We had already established our commitment to the Manheim brand since our partnership began in late 2018. We assisted Manheim with the positioning and branding of Manheim Express when it first went to market. It was during this 2018–2019 product launch that we purchased the attention-grabbing Dodge Viper and created a custom wrap that was sure to catch the public’s eye.
The Viper’s full potential wasn’t realized until 2021 when Manheim asked The Mx Group to use the Viper as the centerpiece for an awareness campaign to profile the benefits of their app and Concierge Service. We designed a roadshow that would gather the testimonials of the loyal adopters of Manheim Express and share the advantages of the brand, product and service.
EMBEDDED LOGISTICS TEAM
The campaign started in the Fall of 2021 using the California market as the pilot program. The Mx Group handled all the organizational logistics of the roadshow including making appointments with the dealers, scheduling the visits with the Manheim sales teams and managing the social campaign at the same time.
Over a two-week period, we plotted eight stops in California, from San Diego to Bakersfield. Our strategy required providing Manheim with the recommended numbers for success criteria. Our Client Services team acted as an extension of Manheim by writing scripts, speaking with dealers in those locations and creating a map of locations with ideal travel routes. At the same time, The Mx Group facilitated the logistics of transporting the Viper with Manheim’s Ready Logistics. Ready Logistics is Manheim’s car transport service. If a car sells at a Manheim auction, Ready Logistics will transport the car to the dealer.
By the end of the voyage, we had 43 testimonials and a final auction of the Viper with full proceeds going to charity. The Viper auction strategy included an activation and vision campaign. The Mx Group and Manheim’s partnership created presale excitement with emails, social and a telemarketing campaign. The day-of-show promotion encouraged dealers to visit the digital sale site of the Viper. The voyage wrapped up by culminating all the goodness of this campaign into one final video that was shared in a Manheim press release and sponsored on Manheim’s social channels. Last but not least, the voyage was able to generate over $115,000 for the three partnering charities.