CDK Global provides integrated technology solutions to over 28,000 auto, truck, motorcycle, marine, recreational, and heavy equipment dealers around the world. With more than 40 years in the industry, CDK Global is committed to listening to dealers and understands their unique challenges, distinctions, and opportunities.
Rule29 developed a uniquely stylized motion graphics video that elevated the brand look and focused on the various aspects of "Who and What Is CDK?". Watch the video here.
The CDK Global positioning and story refresh was not only a means of capturing CDK in its existing state but also a path to guide where CDK is headed as an organization. In fact, CDK immediately jumped into action and launched a new product called Fortellis, the foundation for an entirely new paradigm in the industry—an Automotive Commerce Exchange™ platform.
We shifted CDK’s position from being the “hero” to being the “guide" to humanize their story and create an emotional connection with their customers. This fostered a positive, efficient, and memorable purchase experience for CDK’s customers.
With the brand positioning and story established, concepts were developed to describe “What is CDK?” and “Why CDK?”. We produced a spot entitled "The Dealer Who Never Quits" to capture the emotional voice and tone for the brand and indirectly answer the “Why?” question. Watch the video here.
To effectively communicate a new era of streamlined workflows and flexible data streams, we developed an infographic that systematically reflects the next chapter in automotive commerce. Through this graphic illustration, we were able to explain how Fortellis enables connections between the Marketplace and the Developers Network, which allows dealers, OEMs, and suppliers to enjoy a new level of efficiency with solutions that meet their needs.
