Presenting a commercial vehicle to the broad mass of users as entertaining as possible – this was the challenge that had to be mastered with #crafter2craftsmen. Not an easy task, when you consider that the vehicle model has a very defined target group and will not score points with the conventional advantages of a car such as appearance or aesthetics – but rather with rational aspects: reliability, durability and endurance. Just what is important for the main target group, the craftsmen. With this focus, the communication and marketing campaign („We listened to the craftsmen“) went hand in hand – an important success factor for the client.
How could this be achieved with such a fast-moving content environment as Facebook, Twitter and Co.? The solution: Presenting the new crafter and telling a story about the car during the #crafter2craftsmen campaign. For this purpose, the new model was used to plan a trip across Europe, visiting and portraying craftsmen all over the continent, and traveling to places from the North Cape all the way to Italy. In order to document the reliability and economy of the Crafter, the 50,000 kilometres (more than one circumference of earth) were covered without any repair, service or maintenance work. An important goal for this unusual product presentation was in particular the transfer of the Crafter’s values and brand to some of its most important customer types, the craftsmen.