Allied Categories

Trucks
Daimler
“Real Cost of Ownership” Campaign
Daimler has launched a new campaign “Real Cost of Ownership” for truck owners. The main aim of the campaign is to
highlight the fact that a truck`s journey is much beyond travelling from point A to point B.  There’s a number of starts and
stops along the way that factor heavily into the ride.
In today`s challenging times,  truck owners are interested in the total cost of truck ownership, not just singular elements like
mileage. The key element of this campaign is to adhere to various issues such as safety, uptime, connectivity, the amount of
time required to repair and service.
The campaign is targeted to multiple stakeholders like the trucking industry, owners, drivers and is extended to trade show
promotions, social media, mobile apps
A microsite created for fleet owners

RCO.freightlinertrucks.com,
Navistar
“It`s Uptime at International” Campaign
The new campaign “Its Uptime at International” is launched by Navistar for its International brand of trucks. Through this
campaign the company strives to strengthen its new mission of maximizing the customers uptime
Uptime is the amount of time the truck is on the road. According to the company, Uptime is a commitment built on multiple
levels.
• Emotionally, 'Uptime' speaks to the mindset and obligation of our dealers and employees as they deliver on the
promise of keeping customers' trucks up and running
• Rationally, 'Uptime' speaks to what International Truck can offer its customers
The initial phase of the advertising campaign will reinforce International's commitment to building defect-free trucks that stay
on the road longer.
The ads feature images of individuals, from truckers to fleet operators, with the headline "It's Uptime," followed by different
ways in which Navistar is helping its customers, to improve their truck’s performance or offer support so that they can do
their jobs better.
Print ads
Volvo Trucks
‘Live test series’ campaign
Volvo had launched its new truck in August 2012 in the European market. As part of its B2B marketing campaign – to target
the truck drivers and influencers, Volvo had created 6 online films. Each film demonstrated key features of the trucks right
from robustness to manoeuvrability.
Key challenge:
In Germany and other markets, people could associate well with Volvo cars but not with trucks.
Communication objective:
• Maximise awareness of Volvo trucks and its new range of trucks
• Increase consideration for Volvo Trucks among the core target group
Without a significant global media budget to overcome the above challenge, the company decided to embrace the new
media landscape and use YouTube as the main channel. Soon after the release, The Epic Split film became viral and generated
72 million views and was the ‘Top 10 trending vide’ of 2013
The Epic Split
Lubricants - Bike
Total
“Time to Give Back to Your Bike” campaign
To break the clutter of the engine oil market in Vietnam, Total has launched a campaign for Hi Perf brand of oils which builds an
emotional connect between the biker and his bike..
Through this campaign, Total wanted to raise the profile of its Total Hi-Perf Engine Oil among the country’s young adults and that
would also still appeal to older consumers, too.
The main objective of this campaign was to make the target audience realize that the bike is much beyond an every day tool –
it`s reliable, lifelong partner and it deserves the best care.
This digital campaign was supported by street activation done at various cities in Vietnam.
Event
A squad was deployed to large parking areas to check out the odometers, and leave gift vouchers and balloons that read “Give
Back to Your Bike” on 20,000 bikes that had clocked over 20,000 kilometers. Bike owners could watch the video and find out
more about Total at campaign booths set up at the parking lots during the event.
Campaign Results
The digital film crossed over 5,00,000 views in four week campaign period and also hundreds of comments from the bikers.
Digital Film

https://www.youtube.com/watch?v=fy_3rKGZ4TU
Tyres
Bridgestone
‘Drive a firestone’ campaign
People often avoid thinking about tires and maintenance until they absolutely have to and while doing so they feel the
anxiety, pain and frustration. This is always a last minute affair. As a result all the brands in the category are cluttered with ‘fix
it and forget it’ and value promotions.
While the category was cluttered with sameness, Firestone was facing tough time and losing its awareness to its competitors.
With an aim to reverse declining sales and create product differentiation, Bridgestone launched – drive a firestone campaign
for its new product – ‘an extensive line of durable and dependable tires’. This was coupled with broad coverage through the
firm’s 1,600 Firestone Complete Auto Care service (FCAC) centres and thousands more affiliated independent dealers
nationwide making Firestone “a trusted partner.”
The campaign was based on the premise that while Firestone doesn’t make cars, Firestone is a car company and it helps
people reach their location time after time after time. This also made people keep their car longer than ever.
The company decided to connect with an aspirational group who saw tire and car maintenance differently. This resonated
well with High Stakes Drivers and the company leveraged this opportunity to associate with them.
Although the focus remained on High Stake Drivers, Firestone also penetrated itself into the car category. While conventional
car companies tout their newest models, Firestone played hard with its redesigned F-Shield logo and the tagline
The campaign was well integrated across various touch points like digital, print, retail, TV, CRM/Loyalty programs
Campaign Results:
1. Sales increased at record paces 2. Firestone reclaimed the respect it lost and won back its customers

3. Firestone and the F-Shield are becoming a symbol of pride worth sharing
Consumers not only responded well to the campaign and purchased more Firestone products and services, they engaged with the
brand. And without prompting, people embraced the new F-Shield, sharing pictures of the sticker on their own vehicles, and
continued their relationship beyond the retail stores, becoming advocates of the new Firestone and its values.
Firestone Anthem
JK Tyres
“Come Closer” Campaign
JK Tyres launched an integrated marketing campaign “The farther you go, the closer you come” campaign.

A strong emotional connect is shown by striking a chord between the customers and the product.

The communication focuses on showing the product`s association with the human aspect of long journeys thereby
strengthening the bond between the family members.
TVC
Print ads