Keeping Cummins Ahead Of The Curve
CVR Creates a Comprehensive Marketing Campaign
About Cummins Inc.
Cummins is a global manufacturer of engines, generators and new power solutions for a wide variety of industries. Originally established as a diesel engine manufacturer, Cummins has grown into a leading-edge transportation and power generation technology company, serving customers in approximately 190 countries and territories around the world.
Situation
Reenergize the Image of a Long-Time Supplier to the Rail Industry
As a company with over a century of building diesel engines and 70 years of supplying the rail industry, Cummins wanted to reinforce its position as a premier supplier of highly reliable and durable engines with a top-quality support network. At the same time, it wanted to highlight its advancements in both clean-diesel and hydrogen-fuel cell technology.
Solution
Put Cummins “Ahead of the Curve”
CVR created a comprehensive marketing campaign with the broad theme of “Ahead of the Curve.” This enabled Cummins to promote its advancements in diesel, hydrogen fuel cell and digital technologies.
The rollout included print advertising promoting Cummins diesels, followed by ads promoting the company’s pioneering use of hydrogen fuel cells, its global reach and its availability of local engineering talent to rail operators wherever they provide service.
CVR also redesigned Cummins rail literature, executed an “Ahead of the Curve” Ask Me Anything social media campaign and helped produce a highly successful virtual rail event, showcasing how Cummins can help rail providers meet both their business needs and environmental and sustainability goals.
Outcome
Created an Industry Buzz Around Cummins and Its Advancements
For the virtual rail event alone, Cummins had 170 customers tune in, and over 400 total registrants requested and received content following the event. Nearly all of the questions during the Q & A session were about how Cummins could help improve participants’ rail operations, solidifying the perception of Cummins as a leader in the industry.
Even during the holidays, CVR continued to keep the “Ahead of the Curve” positioning top-of-mind with customers and prospects. We created and distributed must-have Cummins-branded holiday gifts including posters, an illustrated calendar, a build-your-own QSK95 Lego® kit and a laser-etched snow globe.