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Client:
Ingersoll Rand Phoenix Air Starters
Title:
"Ball and Chain"
Objective: Get large truck maintenance managers thinking about the weight advantages of air starters vs. electric starters.
Problem: Air starters were considered old and expensive technology.
Solution: We attacked the expensive angle and turned it around. The trucking industry is incredibly sensitive to weight issues. Less weight = less fuel = more profit. We attached (photographically) a 9-ton steel ball behind a truck to illustrate the effects of the extra weight that an electric starter requires.
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