Integrated Campaign
Heavy Truck Renewal Campaign
A renewal campaign that reminded heavy truck dealers what a connected dealership does for them, told through objects smashing through obstacles.
Role
Concept Development / Art Direction / Campaign Design
Deliverables
Email / Landing Pages / Digital / Campaign Assets
Project Overview
Working with a copywriter, I helped develop three concepts for a campaign aimed at heavy truck dealers coming up on their CDK Drive renewal. We pitched all three to stakeholders and built out the one they picked.
The message was “CDK Drive Empowers Growth”: renewing wasn’t just keeping the lights on, it meant keeping the tools that help a dealership get past whatever is holding it back. Our “Breaking Through Barriers” direction showed that literally, with bold objects crashing through obstacles, each one tied to a real dealership problem.
My Contribution
I built the visual direction and designed every execution: the objects and barriers, the layout of each email and landing page, and how the story carried from one send to the next.
Outcome
Renewal messaging is usually dry. Here the image made the point in a second: an obstacle, and something blasting through it. Because the same idea ran across every email and landing page, each send built on the last.
