Cummins

Residential standby generators are a tough sell. When you need ‘em (“Power’s out!”), it’s too late. And when you don’t, you don’t think about ‘em. Our solution for Cummins was a soft-sell social campaign that targeted “community heroes” and got people thinking—and talking—Cummins.

“The Hero Treatment” campaign was followed by a campaign that cast a wider net: building primary demand for Cummins generators while telling the Cummins story to folks who had no appreciation for the Cummins legacy. This was the storyboard we created for the lead video.