Thomas Built Buses

Changing the conversation and perceptions.

challenge

There are a lot of misconceptions about diesel power in the world. As a result, school bus purchase decision makers were looking for alternatives to old diesel buses. But the truth is that new diesel engines are a clean, cost-effective and low-maintenance option for companies and municipalities with bus fleets. We needed to shift the perceptions busy school board members, transportation directors and mechanics had of diesel being more expensive, less fuel efficient, and harder on the environment than other alternative fuels.

capabilities tested

Advertising
Analytics
Art Direction & Design
Brand Strategy
Business Consulting
Content Strategy & Development
Copywriting
Customer Insights
Digital Development
Media Planning & Buying
Photography
Public Relations
Social Media
Video

insight

Our team of problem solvers and creative visionaries understood our client’s needs and used their strategic experience to develop a plan to change the beliefs the market held. Built around the theme idea – Your New Solution to Diesel is Diesel – we educated our audiences by creating an extensive campaign that simplified a complicated issue and dispelled the outdated myths about old diesel with proven facts of the benefits of today’s diesel.

We developed a multi-touchpoint integrated campaign with press releases, podcasts, website content articles, native and organic social ads, website landing page, text ads, eblasts and trade show support that were designed to amplify the message our audiences found in the videos, digital banners and print ads they encountered in multiple media channels.

Impact

We always say we like to create work that’s talked about. And people noticed once again. This campaign gained a tremendous amount of visibility and allowed our dealers to begin the conversation one-on-one with customers about the benefits of new clean-diesel school buses.