Company: Penske Truck Leasing
Campaign: Moving Day
Agency mix: The Martin Agency (creative AOR); Porter Novelli (global PR)
Duration: April 2016 – ongoing
Penske has teamed up with NBC's Golf Channel to create a multi-platform brand awareness campaign called #MovingDay.
The Moving Day campaign is part of Penske's overarching Moving Forward marketing and ad campaign, which launched last year. Moving Forward, the company's first national business-to-business campaign, aims to boost Penske’s brand awareness among key business decision-makers who use transportation, supply chain, and logistics solutions.
Penske operates more than 233,900 vehicles and serves customers from more than 1,000 locations in North America, South America, Europe, Australia, and Asia. Penske markets three business-to-business product lines, including short-term commercial truck rentals, long-term truck leasing, and logistics, such as handling businesses' transportation and warehousing operations.
The Moving Day campaign aims to inform people that Penske is the source to turn to for truck leasing, truck rental, and logistics solutions. Specifically, boosting Penske’s brand awareness among key business decision-makers is the campaign’s primary goal.
In golf, "moving day" is a commonly used term to describe the penultimate day of a four-day tournament. Golf competitors on "moving day" strive to move up the leader board in order to set themselves up for success in the tournament's final round.
"Activating our brand across Golf Channel’s coverage of golf’s ‘moving day’ is an organic and effective way to raise the profile of Penske, because every day is moving day for people working in transportation and logistics," said Sherry Sanger, SVP of marketing, Penske Truck Leasing. "This activation aligns closely with our brand and helps us reach key business decision-makers, following the dramatic storylines each Saturday in the world of golf."
The Moving Day campaign launched in April. It encompasses Golf Channel’s coverage of "moving day" across the world’s professional golf schedule each week this season. Penske’s advertising is organically embedded within and around "moving day" coverage.
The campaign is integrated across Golf Channel's platforms, including a weekly video segment via Golf Channel Digital, streaming video and banner ads on the Golf Channel website, and a feature segment each Saturday on Morning Drive, a morning talk show dedicated to golf.
The campaign also receives promotion via Golf Channel's social media platforms, including Twitter, Facebook, Instagram, and NBC Universal's Social Synch platform, amplifying content to reach Penske's desired customer base at scale.
To boost social traffic, Penske has been using both paid and organic efforts. The media partners the brand has been working with have well-established and large followings on social media, explained Sanger. For instance, the #MovingDay sponsorship Penske has with Golf Channel gets shared across Twitter, Facebook, and Instagram.
"When Golf Channel posts its #MovingDay updates, they also tag our accounts," she said. "This has been generating a great deal of engagement for us with likes, shares, and retweets."
As a part of this sponsorship, Penske launched a series of humorous, golf-themed video ads. One of the most popular video clips created and shared by the team, "Tracer," features an average golfer botching a tee shot off into the woods, with a shot tracer outlining his slice. The tracer then follows his club, hat, and shoe as he launches them off in anger.
Since its launch, sponsorship of the #MovingDay effort has delivered an estimated 9.8 million digital and video media impressions. This figure does not include broadcast impressions. The brand has seen social media mentions on Twitter rise 81% and engaged users on Facebook rise 89%, compared with the two months prior to the campaign.
The initial March press launch of Penske’s overall "Moving Forward" 2016 business-to-business video campaign also secured an estimated 3.8 million media impressions with hits in top advertising trades such as MediaPost.com.
Core trucking and logistics trade publications have also covered the campaign, including placements in Heavy Duty Trucking, Fleet Owner, Inbound Logistics, and Commercial Carrier Journal.
This week, a clip from the "Tracer" video trended to the front page of Reddit, due to a Facebook post from the actor starring in the video. The "Tracer" clip has already been viewed more than 2 million times on Reddit.
"We couldn’t imagine a better opportunity for Penske to align with a major sport to reach a C-level and decision-making audience," said Cliff Sorah, The Martin Agency’s SVP, group creative director. "To promote this partnership, we found a nice creative parallel."