CDK Global

Helping an automotive titan drive real change


CDK supply Dealer Management Systems to car dealerships and partners worldwide, helping them manage the entire car ownership experience.

They already enjoy an 80% market share. But with technology rapidly transforming the way we buy, drive and own cars, they’re facing new challenges.

So, CDK needed to do something big to make sure they didn’t get left behind.


Introducing the CDK Partner Program. For partners, this open platform means access to better systems, more data and more customers.

For CDK, it places them at the centre of it all, ready to take the lead and solve challenges that no one else can. It’s a real chance to unlock the possibilities of collaboration.

To bring the program to life, bbp developed CDK’s creative platform: ‘Make connections count’.


To spread the word, we produced:

  • Brochures for both dealers and partners
  • A series of eye-catching emails, to inspire, educate, and convince potential partners and dealers
  • An easy-to-use playbook for internal staff that distilled everything they needed to know into a handy guide

And finally, to tie the campaign together, we also created an inspiring shareable video.

Using simple storytelling and charming animated graphics, we took the viewer on a journey through the stars.

We showed them it was possible to reach their business goals with the connections the Partner Program brought them.

Our assets were all characterised by:

  • A focus on tangible benefits, not jargon
  • Engaging infographics
  • Vivid colour schemes
  • An informative, accessible tone of voice

Throughout all messaging, we came back to CDK’s mission for the Partner Program, grounding their core values in something much bigger than themselves — to shape the future of the industry.

Ready to find your voice?
Speak to one of our team today.