Direct > Best Use of Direct Marketing
P4 OGILVY, Panama City / RICARDO PEREZ / 2013
Overview
Credits
ClientBriefOrObjective
We needed to reinforce the characteristic that made us different from every other brand of trucks. Hino manufactures long lasting trucks, because we understand that strength isn’t everything.
According to the World Health Organization 3 million people die every year due to overweight and sedentary related illnesses. Truck drivers are an important part of this statistic. This is the reason why Hino Truck needs to extend the life of these people who drive for us every day.
Execution
While the truck drivers were on their routes delivering merchandise, etc,
We reconditioned their break area and put together the Hino Gym. When the truck drivers arrived, they found an exclusive gym for them made with truck parts. The drivers were received by a professional health trainer, which took their weight, measured their heart rate and instructed them on which routines to follow in order to burn the necessary amount of calories per day.
Implementation
In 30 days we designed and built the first mobile gym made with parts of Hino trucks and took it to rest stops for our current fleet of clients, potential clients and truck driver unions in the country.
Outcome
Hino Gym recieved 15 trucks driver per day.
More than 96,000 calories were burnt.
5 Hino Gym will open in Panama during the new year.
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