CUMMINS CASE STUDY

Experience-led launch drives immediate demand for new platform

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Deliverables

Branding and Messaging
Campaigns and Launches
Creative
Event Marketing
Public Relations

Long story short

Cummins had invested years of R&D toward reimagining a platform to deliver adaptable, sustainable power from its generator sets. The result was a new series of products, launched over time, that would set new standards for efficiency and application flexibility. They turned to Luxid to create a launch experience worthy of the new platform’s importance.

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Context

About Cummins

Cummins Power Systems Business Unit delivers high-horsepower engines, power generation systems, and integrated power solutions for some of the world’s most demanding applications. Serving industries including construction, mining, marine, oil and gas, data centers, healthcare, and critical infrastructure, PSBU combines advanced engineering, global manufacturing, and deep application expertise to help customers power their businesses.

Challenge

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. They looked to Luxid 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.

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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Why stop here?

Experience-led launch drives immediate demand for new platform

Deliverables

Long story short

About Cummins

Challenge

Solution

Results

Let's get to work

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