Driven by research.
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.