For many years, wholesale vehicles have been bought and sold in the same way – at a physical auction. Crowds straining to catch a glimpse of a car. Breathless bidding. And those buyers having to travel for hours to even have a chance of getting the stock they want.
ADESA is helping these people do things differently. As an online vehicle remarketing provider, it had already achieved considerable success in America and an acquisition had given it a gateway to the UK market. Now, it needed a proposition to kick-start demand generation activity.
Our brief was to combine and evolve various brands - including ADESA’s existing US operation, a Stateside technology partner and a recently-acquired organisation in the UK - and launch ADESA into the UK market.
We needed to launch ADESA into the UK market and generate demand. It was a challenge - so we got out on the road and met the people who would help us understand the personality of the business and the requirements of its customers.
From there – and with an extra helping of creative insight and flair – we worked on a brand identity and proposition. This was “Future Automotive” and it would permeate both the look and the language that ADESA would adopt in the UK.
JJ has supported ADESA in defining and establishing our brand identity, bringing it to life with distinctive and compelling creative and launching it to the UK market. Without them, a lot of this could not and would not have happened. JJ is now a part of our team and highly valued.