Masternaut joined the Michelin Group to become Michelin Connected Fleet Services and Solutions; providing tools and insights to manage and improve fleet operations. It offers smart, data-driven recommendations to allow its customers to reduce costs, improve productivity, keep drivers safer, and run sustainable businesses.
Masternaut wanted to create a series of virtual events that targeted Fleet Management Operators and spotlighted the value of Masternaut’s key services and solutions. It wanted the content to be educational, engaging, and digestible to the target audience, with a theme surrounding a rockstar road trip – asking “are you ready to be a fleet management rockstar?”. It wanted to create a better relationship with existing customers, and to differentiate Masternaut within their sector.
Masternaut wanted creative support to help design, write and launch the content; which included live virtual events, direct mail, landing page, webinars, and employee rockstar portraits. It needed to leverage a wide range of tactics to attract and engage its target audience throughout the lead up to the events, and maintain engagement as they continued to roll out.
Masternaut’s audience for this campaign were located in the UK and France, which meant every asset created needed to be in both French and English.
Punch! and Masternaut wanted to create a unique digital experience for its audience so began by leveraging Masternaut’s strategic insight to identify the target audience’s key topics of interest. It uncovered three key subjects; Operational Productivity, Cost Control, and Fleet Safety. The idea being that each webinar was a new destination on The Connected Fleet Virtual Tour. Attend all three and the customer would earn the exclusive title of ‘Fleet Management Rockstar’.
In order to engage the niche and highly targeted audience, Punch! used Masternaut’s existing customers as guests on the webinar to drive attendance; this was a strategic move to lure in their competitors in to learn about what their peers were doing.
To create a buzz and kick-off the campaign, Punch! created bespoke Rockstar-themed Direct Mail packages for each customer with their printed invitation to The Connected Fleet Tour as well as a set of branded headphones, VIP lanyard, Spotify voucher and car freshener (in the shape of a guitar, of course).
In addition to webinar content, Punch! created a microsite to host all the campaign content. The website was gated to gain data on who was attending the events, and the lead generation form acted as a sign up to receive your ‘backstage pass’ to the event. The microsite offered a range of information for attendees to browse through before the webinar launch. This consisted of a ‘Meet the Roadies’ section, which gave a brief introduction to each of the webinar hosts, their jobs at Masternaut, and some insight about their own personal interests, including their top 10 songs on Spotify. The website also contained a ‘Rockstar Rally’ competition, which was an online game, and if completed within a certain time the attendee could win a prize.
Finally, Punch! created additional assets that drove accounts towards the webinars. Punch! introduced an outreach programme that used contact details from the lead generation forms to create an email cadence that notified registers when a new webinar was released. Punch! utilised promotional content via LinkedIn, Twitter and email to advertise the webinar to key accounts, driving them towards the landing page sign-up and maintaining engagement throughout the launch.