4+ by DSG Power Systems
Ad Campaign
Challenge
Diesel fuel additive producers have historically needed to convince the marketplace that their products are necessary for optimal performance. But the environment is changing as most engine manufacturers are supporting the need and benefits of using additives with diesel fuel engines. In many cases, they are recommending the use of the products as an essential element of standard maintenance but DSG needed William Joseph's assistance in communicating that message.
William Joseph Thinking
William Joseph saw an opportunity for DSG to break away from category-building marketing practices and move towards marketing efforts that will build DSG 4+ as the dominant brand in its category.
By engaging in such a marketing effort, DSG could expect the following results:
- Increased top-of-mind brand awareness.
- Increased business from a varied list of diesel engine vehicle equipment operators.
- Enhanced brand loyalty.
- Increased demand from retailers.
- Support incentive offers and communicate specials.
Results
The creative messaging for this campaign had to be perfect to resonate with the target audience. We created the persona of “Uncle Jim,“ whom the target audience could trust. Uncle Jim’s tone of voice had to be expert but not technical, bold but not arrogant, tough but not mean, reliable but not commonplace, determined but not distracting, and genuine but not cliché.
Creative for the campaign included print and a direct mail component. There were two print ad versions, one for agricultural and crop production and another for industrial operations and the oil industry.
The direct mail piece, aimed at the agriculture target audience, was entitled The Book of No Compromise. It featured the three-product 4+ lines and had a mail-in rebate component to initiate trial use of the product.
