2020 Winner

CASE SUMMARY

Challenges and goals:
For Fountain Tire, a tire and auto-service retailer, the trucking segment is a crucial vertical to its business. But the problem is that the target (fleet owners and decision makers) view tires as a significant and unpleasant expense – which means they have a transactional relationship with tire suppliers.

Knowing Fountain Tire couldn’t win on price, the opportunity was to demonstrate that the brand wasn’t just a vendor, but a partner who’s fully invested in their business.

Strategy and Insights:
Fountain Tire tackled the industry’s biggest problem: downtime. When a truck isn’t moving, it costs $760 per day in lost revenue. Unlike cars, trucks aren’t afforded the same time-saving conveniences on the road. Something as simple as stopping for coffee can cost fleets time and money. Coffee is essential for truck drivers, but it was contributing to downtime – a pain point Fountain Tire could solve.

Execution
Introducing “Truck-Thru” by Fountain Tire: a drive-thru truckers can truck-thru.
Targeting Canada’s busiest trucking routes, a 20 ft. truck-sized drive-thru was constructed exclusively for fleets, serving them free coffee and snacks. The brand intercepted truck drivers on the road and reached key decision-makers off the road.

Trucker-specific media channels were used to drive awareness. Signs were attached to the roofs of cars, a unique OOH placement that only truckers perched up high could see. Announcements were made on CB radio and highway signage was posted leading up to the Truck-thru.

To connect with decision makers, a targeted campaign was developed to drive leads. The brand’s media mix included geofencing, which served impressions of the activation video to a predetermined list of business prospects.

Results:
Over seven days, data was captured on the speed in which trucks moved through the “Truck-Thru.” Time saved was applied against the downtime benchmark of $760. It was determined fleets saved up to $40 in downtime/truck. The media investment was only $25,000, yet it generated over 2.5 million impressions. The activation video generated 55 leads with a 53% conversion rate, contributing to a $4.6 million increase in commercial sales.

Credits

AGENCY:
Nancy Crimi-Lamanna – Chief Creative Officer
Jeff Hilts – Chief Creative Officer
Matt Antonello – Group Creative Director
Noel Fenn – Group Creative Director
Shannon McCarroll – Copywriter
Tayler-Lee Resar-Teese – Art Director
Mark Mason – Art Director
Christine Michalejko – Producer
John Pace – Group Account Director
Chris Flynn – Account Executive
Adrian Bailon – Project Manager
Shelley Brown – Chief Strategy Office
Eryn LeMesurier – Planning Director
Chris Perron – VP Managing Director
Anthill Films (Production House):
Scott Jewett – Line Producer
Ian Dunn – Partner, Executive Producer
Jason Manning – Director of Photography
Zach Rampen – Camera Operator
Offline/ Editorial:
John Evans – Editor, Freelance, The Editorial Factory
Online/ Transfer: Sim Post
Alex D’Avolio – Producer
James Murdy – Sales Director
Vapor RMW:
Ted Rosnick – Director
Ryan Chalmers – Engineer
Kat Stewart - Producer
FUEL:
Bruce Ellis – Print Producer
MEDIA:
Guru Media
PR:
Covalent Communications