Loaded with benefits – A hard-working campaign for Grafter Green trucks.
Loaded with benefits – A hard-working campaign for Grafter Green trucks.
Traditionally, Isuzu Truck has relied on events and trade print ads to target audiences. With the cost of these being so high and generating low ROI, Isuzu sought a more focused and cost-effective route for awareness and engagement to help launch their new 3.5t truck – the Grafter Green. Built to the latest Euro 6 emissions standards, the truck meets strict emission zone requirements, but with a load capacity that appeals to a wide range of buyers.
We worked closely with Isuzu Truck’s sales and marketing teams to identify the primary personas that purchase 3.5t trucks and those who’d benefit most from the vehicle’s capabilities. The research highlighted three key target groups: Landscape Gardeners, Arborists, Independent Building & Construction Firms.
The strategy focused on demonstrating how Grafter Green meets the needs of each audience group and their day-to-day work. From the audience insights, a creative theme took shape, centred around creating a clearly identifiable differentiator – an attention-grabbing, interactive visual that would work across paid media ads, owned and paid social channels, a campaign microsite with personalised landing pages and printed collateral / trade press ads.
The final concept featured the truck ‘loaded with benefits’ – and the tagline ‘Isuzu Grafter Green. A proper little grafter’. The image was rendered in 3D using materials that resonated with the three audiences e.g. concrete, wood, brick, hedges etc. This resulted in three industry-tailored images, which were then animated for the campaign collateral and media.
The campaign yielded excellent results generating 8.02 million impressions across the target audiences and 25,000 visits to the campaign landing page in a three-month period, with a combination of Facebook, other social channels and organic search contributing to this overall figure.
This itself has contributed to a sales performance increase of over 165% against the half-year projection – with 953 registrations against a total-year target of 1,400 (at time of writing), and a healthy pipeline that shows no signs of slowing down.
