A Different Kind of Blog for a Different Kind of Reader
Challenge: ADESA, a leading provider of vehicle auction and remarketing services, wanted to develop a conversation vehicle that would support loyal customers and new potential audiences. Since ADESA works in the automotive industry, and many of their customers are passionate about all things with a motor, developing a way to appeal to their love of cars, fun and personality was a must.
Solution: Identity created a new road map to get to the hearts of ADESA’s readership. Their blog Overdrive was created to be energetic, fast moving and highly interactive. We employed photos instead of text to navigate from post to post; unlike traditional blogs, with pages of scrolling content. While the variety in imagery lets the viewer chose where they what to go first, the simplicity in the layout helps move the viewer through information as quickly as they desire. Overdrive was completely customized, right down to the inventive category titles and colorful rotating headers. It was designed to speak to the love of vehicles, in work and play.
Outcome: Within four months, Overdrive garnered more than 30,000 views from around the world. The content was also syndicated by a major remarketing trade publication. More over, it became clear that ADESA was the first company in the remarketing space with a sound, multi-platform social media strategy and a uniquely creative style.