SIMANTEL WON GOLD AT THE HERMES AWARDS WITH ‘TRUCKING IS LIFE’ CAMPAIGN
The Hermes Awards is an international competition for creative professionals that honors the messengers and creators of the information revolution for their work in digital and traditional platforms. It is administrated by the Association of Marketing and Communication Professionals (AMCP)
Simantel partnered with the Caterpillar On Highway Truck Engine team to recognize the hard work truckers have always put in and the sacrifices they continue to make.
Beyond using emotional storytelling to thank longtime customers, Caterpillar was looking to drive customer engagement and generate leads. The campaign set out to target Cat® truck engine owners, both fleet and owner-operated, in the U.S. and Canada.
The program centered around a sweepstakes to win a metal version of the “Trucking is Life” poster. The poster was the center of this campaign. The look and feel of the campaign was designed to strike a tone of nostalgia and promote brand loyalty and excitement.
Beyond the video and dedicated landing page, the campaign included everything from email marketing to mobile display banners to print placements to audio ads for radio and online listening to social ads. Great effort was also put behind educating dealers with a dealer kit containing marketing materials and a webinar about all the ways they could say ‘thanks’ to truck customers.
The five-month campaign resulted in more than 12 million impressions, 50 thousand clicks on Facebook and banner ads alone, and over 1,300 forms completed for the sign sweepstakes. But more importantly, Caterpillar reminded truckers that the brand sees and appreciates their hard work. Truckers spend a big part of their lives away from their families and friends, sometimes even putting themselves in danger so the world can keep moving forward. With this campaign, Caterpillar made sure those sacrifices were properly acknowledged.
The Trucking Is Life campaign received in 2020 the following Hermes Awards:
– Gold for Video for the Web under the Electronic Media, Social Media, Interactive Media category.
– Honorable Mention for Facebook under the Electronic Media, Social Media, Interactive Media category.
– Honorable Mention for Communication/Marketing under the Public Relations/Communication category.