Ingersoll Rand wanted to strengthen its brand and generate impressions among professional engineers in conjunction with their release of the new QX Series of power tools. These are no ordinary tools: In 2014, they were named the Official Power Tools of NASCAR. Ingersoll Rand needed to place these items in the hands of the buyers and allow consumers to test the product.
SSG/Brandintense partnered with Trone Brand Energy and Ingersoll Rand to develop a branded truck equipped with QX power tools, flat screen televisions, mobile displays and promotional materials. We were able to schedule and execute a 30-city, 13-state tour that included a weeklong trip to Monterrey, Mexico. The tour spanned three months, visited more than 50 locations and covered more than 12,500 miles. The truck was set up at prime locations at each venue to attract all levels of workers. A Brand Ambassador was in attendance at each stop to provide extra insight and brand information.
The Brand Ambassadors did a lot of heavy lifting on this tour. Sponsorships and endorsements vouch for the quality of the QX Series, but businesses needed very specific information before taking the plunge to become customers.
The truck looked great, too. It attracted thousands of potential buyers and established a relationship between the consumers and the company. Thousands of Ingersoll Rand–branded items were given out over the duration of the tour.