The campaign was created to target tradesmen specifically with a tone and execution that appealed to their style and interests. While initially briefed for a one-off promotion, this campaign is now the long term approach to this segment.

The campaign commenced with a direct mail piece that promoted tradies trucks and invited tradesmen to develop a relationship with Hino by providing personal information about their interests. Other elements have included a specific website, promotional products, dealer point-of-sale, banner ads and telemarketing.

The website has now become the main interaction tool and is positioned as much as a lifestyle site as product information.

 

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