The R.O.I. Group
Return On Imagination.
Isuzu Diesel Engines A Brand Awareness and Positioning Story. Product Diesel Engines Problem Isuzu Diesel Engines suffered from low brand awareness and a perception as a second-rate player. Among customers, however, their reputation was stellar. Strategic Insight Buyers of diesel engines are concerned with one thing – product reliability – because their livelihood and, sometimes their lives, literally depend on the product. Strategy • Demonstrate product reliability in harsh, high-demand environments through true customer success stories. • Position the brand as the most reliable commercial diesel engine and, “One Less Thing To Worry About”. Tactics Develop major space ads (2-page spreads) for targeted vertical market publications; product brochures; and, database marketing (CRM) activities. Target Audience Specifiers, engineers and purchasing personnel of high-demand commercial diesel engines; owners of small- and medium-sized businesses in a variety of vertical markets. Budget $2 million Results • Brand awareness up 30%. • Brand image and perception up 37%. • Most importantly, Isuzu attributed this campaign to cracking a major account they'd been trying to penetrate for the previous two years. About This Ad This ad tells the true story of an isolated Yukon tungsten mine where, in extremely harsh conditions, there’s an Isuzu diesel engine that’s been driving the main power generator for over 29,000 straight hours without an overhaul – an amazing feat given the conditions. And, the new tag line, ''One Less Thing To Worry About'', further reinforced the new reliability positioning. To view more campaign samples, click “Gallery” at bottom left. |
