Role
Creative Direction
Creative Direction
Agency
Torpedo
Torpedo
Isuzu sought a more focused and cost-effective route for awareness and engagement to help launch their new 3.5t truck – the Grafter Green.
Traditionally, Isuzu Truck has relied on events and trade print ads to target audiences. With the cost of these being so high and generating low ROI.
Built to the latest Euro 6 emissions standards, the truck meets strict emission zone requirements, but with a load capacity that appeals to a wide range of buyers.
Concept 1: A proper little grafter
Concept 1: A proper little grafter
Concept 1: A proper little grafter
Concept 2: Bigger payloads. Better paydays.
Concept 2: Bigger payloads. Better paydays.
Concept 2: Bigger payloads. Better paydays.
Concept 3: Loaded with features
Concept 3: Loaded with features
Concept 3: Loaded with features
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.
8.02M
Total impressions
165%
Increase against half-year sales projection
Arborist Ad
Builder Ad
Landscape Gardener Ad
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
Animation Concept
