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CUMMINS CASE STUDY

Generating Interest in Sustainable Power

Deliverables

  • Branding and Messaging
  • Campaigns and Launches
  • Creative
  • Event Marketing
  • Public Relations

Long story short

We helped Cummins attract strong interest and belief in a new standard for flexible, efficient, sustainable power generation. 

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Context

About Cummins

Cummins is the go-to for rock-solid, dependable diesel generators. But they’re not as well-known  for their innovative technology that bridges  the gap between traditional diesel and more advanced, cleaner technologies and fuels. 

The Cummins Centum™ Series generator platform was conceived to tackle the industry’s biggest challenges and meet customers’ requirements, without requiring them to buy more than they need or sacrifice performance for the sake of sustainability.

Cummins had to build awareness and trust in this approach, which sets an entirely new standard for the next 100 years of power.

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Challenge

Cummins looked to us to  reset expectations and create belief in a new approach to meet the global demands for flexible, efficient, and sustainable power. 

Solution

The strategy included  two main phases: the internal tease/educational phase and a high-profile external launch.

The sales strategy jump-started  with product playbooks, battlecards, and a prolific, extended educational and engagement campaign for the Cummins sales force.

Centum™ PowerHour, an internal, early-access event, allowed attendees to preview the Centum launch video and explore Cummins’ 3D virtual experience. 

Cummins also hosted a virtual launch event that included a 3D showroom. Once admitted, customers could explore the features and benefits of the product, engage with subject matter experts, and have their questions answered in real time. One week later, at the American Society for Health Care Engineering (ASHE) trade show, the Cummins Centum was featured as a new solution   for life-saving backup power.

Post-launch, we dispersed educational landing pages, email campaigns, targeted social media posts, video content, print placements, and online advertising to sustain momentum and visibility.

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Results

Cummins’ internal launch event had record-breaking attendance, where employees previewed some of “the best sales and application support materials [they] have ever seen” for the first time. Externally, the Centum Series virtual launch garnered nearly 1,000 attendees, 17 media mentions, and 1.5 million in PR readership. Their first in-person trade show featuring the product netted 58 qualified leads.

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