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Client:
Ingersoll Rand
Campaign:
Product Ads
Title:
"Driver"
Objective: Introduce category of air starters into the heavy truck industry.
Problem: Truck drivers have it cushy. Cabs are endowed with creature comforts, such as VCRs, refrigerators, CD players, and computers, which drain batteries when trucks are stopped. And because electric starters require huge amounts of amperage (1800 amps) to start an engine, trucks won't start. Causing downtime (and service calls) that kill profit margins.
Solution: Phoenix air starters require only a quarter of an amp to start an engine. So, drivers can use their creature comforts and still start their engines. Ad is directed at fleet maintenance managers whose charge is to keep costs down and drivers happy.
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