ISUZU Trucks | Communication Strategy & Creative

ISUZU TRUCKS | MAKES BUSINESS SENSE

BRAND COMMUNICATION & INTEGRATED PRODUCT CAMPAIGNS

ROLE:
Creative strategy
Creative direction
Conceptual copy
Art direction

THE PROBLEM

ISUZU CV requested a more comprehensive and aligned communication approach to address the overarching objective of developing a roadmap and rationale for introducing and expressing our ISUZU Build For Life platform, which offers more than just the cab and wheels of a truck. The goal was to retain our position as the #1 best-selling truck brand in SA. The challenge arose from the fact that ISUZU Trucks offer a wide range of products and solutions to assist customers in operating their trucks, but these had not been fully communicated. Consequently, there was no clear voice and platform for ISUZU trucks, and our customers did not have a clear understanding of our complete offering.

CONSIDERATION

In the B2B context, sales cycles are typically lengthy, and a significant portion of the total addressable market may not be in a position to purchase. Therefore, it was essential for each ISUZU CV campaign to convey a consistent brand message, with the aim of building the CV brand and increasing CV awareness. This strategy would ensure that when potential buyers were ready to make a purchase, they would have already formed an association and affinity with ISUZU Trucks.

The Solution/Approach:

We developed the strategy by adopting a Decision Making Unit (DMU) centric approach. We recognised that the primary objective of the key decision maker was to ensure efficient fleet operation. Additionally, we determined that, due to the significant consideration involved in investing in an asset like a truck, total cost of ownership beyond the initial purchase price would be the critical factor in a potential customer's decision-making process. We aimed to shift the conversation from price to total cost of ownership and link it to the intrinsic value that decision makers seek: the ease of doing business. Consequently, we established a strategic platform with the following message: "Confidence to do business easily because we understand total cost of ownership."
From this, the creative concept of "makes business sense" emerged. Every ISUZU Truck campaign, whether promoting after-sales products like Extended Warranty or ISUZU INSIGHT, or Ready-to-Work trucks and specialty applications, reinforces the narrative that our products and solutions make running a business easier, allowing fleets to stay on the road and businesses to focus on their strengths.

The Results:

We successfully presented and sold the strategic approach and creative concept to ISUZU, including the RevGen team and Celestin. Our speed of delivery has significantly improved, and we have received overwhelmingly positive feedback. As a testament to our efficiency, for ISUZU CPK, we presented both strategy and a creative idea and obtained approval for both within just 22 minutes. Our clients have expressed their satisfaction with the approach. The ISUZU CV message, tone, voice, and look and feel are clear, compelling, and consistent. Additionally, issues related to quality assurance and incorrect image use and application have been drastically minimised.

THE WORK

Each campaign is integrated for both B2B & B2C, activated across owned & paid media channels.