Cummins

Background

Cummins is a global leader in manufacturing industrial power solutions, providing reliable and efficient engines that power a wide range of heavy-duty machinery and transportation vehicles. From giant mining vehicles and tractors to buses, ships, railways, and trucks, Cummins’ engines are at the heart of critical industries that drive the global economy. With a legacy built on performance and durability, Cummins continues to lead the charge in technological innovation.

The company is at the forefront of the shift towards more sustainable energy solutions, actively advancing in the development of hydrogen-powered, renewable, and electric technologies. By investing heavily in research and development, Cummins is paving the way for a cleaner, more sustainable future, offering next-generation power solutions that reduce emissions and improve fuel efficiency.

Cummins visualisation of inside an engine

Our Approach

The challenge

But Cummins is known for its diesel engine prowess. This didn’t reflect where their business is heading. They needed to re-position the brand, raise awareness and shift brand perception among younger, tech savvy audiences to attract next gen engineering talent and to be perceived as a major player in tech circles. Cummins is a heavy advertiser in B2B channels but isn’t well known outside. With this campaign, we had to break new ground with a tight budget…

Objectives

Increase awareness among tech savvy young individuals.
Shift brand perception.

The strategy

We couldn’t afford to talk to everyone with an interest in tech. Instead, we identified a high value segment at the confluence of tech, business and sustainability. Needed to reach them in highly engaging ways as they are early format adopters with sophisticated media habits, consuming high quality, authoritative content. We partnered with three of the world’s foremost publisher brands; The New York Times, The Washington Post and The Economist. We used their 1st party data and prioritised premium, highly viewable placements and special build ad units including video to seamlessly integrate into the publisher content. Our campaign delivered an amazing, tech enabled, ad experience across the web, app, inbox and podcast environments.

Results

70%

Increase in awareness

90%

Over 90% of the traffic landing on the tech pages came as a result of the activity

Video views with a VTR of 66%

B2B advertising

Publisher media advertising

Insights

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