RICH TOLTZMAN
Writer | Storyteller | Brand Builder
KELLY BLUE BOOK
[b2b print & digital]
While car shoppers saw Kelly Blue Book as one of the most trusted brands in the industry. Dealers felt KBB’s valuations favored the consumer, and viewed the company as a margin killer. KBB re-worked their pricing tools to bring the expectations of buyers and dealers closer together. And we worked up this B2B campaign to shift perceptions, and KBB’s revenues, back into alignment.
COPY: We’ve made some big changes at KBB.com. With our new range-based pricing, we’re bringing shoppers and dealers together like never before. It’s the perfect vehicle for everyone. Discover new opportunities at B2B.KBB.com.
Role: CD/CW | Additional Credits: T. Sharp – CD/AD, B. Emmett – GCD