CASES
Wherever there's interest, Cummins shows up.
At a large event, being seen by the public is crucial for any advertiser.
And at Agrishow, while Cummins engines were powering dozens of machines, the brand didn't have a stand to call its own.
Our job was precisely this: to make the invisible visible. With a surgical media strategy, we leveraged the behavior of an audience that was always connected and proved that, even without a fixed address, Cummins was everywhere.
Check out the story.
Specialties in this case:
AWARD-WINNING CASE
ABEMD Award
Challenge
To be present at Agrishow, the largest trade fair in the sector, without having a stand. Cummins was present in the engines of its partners, but needed to communicate this to the public. The challenge was to create highly precise online media and geolocation strategies to impact only visitors within the event, directing traffic to the partners' stands and avoiding wasted resources.
Idea
The solution was the campaign “Where there’s interest, Cummins appears,” based on a hyper-geolocation tactic. We created a “virtual fence” (geofence) around Agrishow for seamless integration of online and offline channels. Communication was done via ads on the Meta platform and push notifications, exclusively impacting those at the event and inviting people to learn about Cummins engines at the stands of partner brands.
Main results
CTR (click-through rate) 3,4 times higher than the brand's historical average.
78% of the total fair audience was impacted by the campaign.
Average frequency of 5 impacts per visitor.
Over 300 people reached with surgical precision (Meta + Geofence).
