How do you make a case for the human benefits of fleet management?
Bring awareness to six key challenges that address how a leading fleet management company helps managers and procurement officers produce a better experience and operational cost efficiencies.
Expose common, yet preventable industry challenges. Demonstrate how many loss and other fleet management challenges are preventable and can be avoided simply through awareness. Our research shows that many of these issues are unexpected by operational leaders.
Build an honest, human story: “Don’t be Bill”. Provide clarity. Demonstrate the problem through empathetic stories centered around a key protagonist, “Bill.” We built tension between leadership and Bill by asking questions about major potential problems. Bill’s initial response is always confusion and his answers inconclusive. Leadership needs immediate resolution.
Serialize the story to maximize advertising budget and impact.
Produce a sequence of videos and digital banners to drive traffic to seenitcoming.com and other vanity URL's to both entertain and measure success.
Blur the lines between real and character. Make Bill go social. We created Facebook and LinkedIn accounts for Bill where he shared fleet related posts. Bill quickly gained over 500 highly-valuable followers.
Introduce a hero. Meet, Kim, a spokesperson who explained the value of seeing fleet as an investment and not as a cost.
Overall, we created nine web commercials and a microsite journey featuring Bill and Kim, where Bill learns about the value of predicting fleet issues before they arise and how to effectively alert leadership.
