THE CHALLENGE
"We're betting the future of the company on this bus." That's what the president of Thomas Built Buses told us about the Saf-T-Liner C2. And he wasn't kidding. They were set to launch a product that would revolutionize the category in a category that is very resistant to change. We just had to make sure they succeeded.
THE APPROACH
We researched what the audience was looking for in buses and their feelings toward Thomas Built's products and company. Without exception, the safety of the buses' precious cargo was the number one concern. The revolutionary slant-nose design of the new Saf-T-liner C2 bus made it one of the most anticipated introductions in years.
THE WORK
Based on what we learned, we created a teaser campaign with direct mail, print ads and a website, building anticipation that Thomas Built was going to unveil something incredible at the industry's top trade show. At the show, we placed teaser billboards leading up to the venue, as well as show guide ads and indoor posters directing attendees to the booth. When the bus was revealed, we simultaneously launched the new website with photos and posted images in bus-enthusiast chat rooms.
THE RESULTS
The crowd at the booth was huge and, when the sheet dropped, grown men screamed. It was a little disconcerting, but we took it as a positive sign. Orders surpassed goals and the client was so pleased, they awarded us their entire account. Since then, due in part to our efforts, their market share has grown to 39 percent, making them the new category leader.
