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General Motors Fleet
The Anti-Branding Campaign
RAN IN: United States
SUMMARY
General Motors Fleet faced a very tough challenge selling commercial vehicles to companies across just about every industry category. Their key competitor, Ford Fleet, was outspending them by up to 400%. GM Fleet realized the key audience, Fleet Managers, weren’t interested in fancy brand marketing, they wanted to see the cold-hard facts about vehicles that fit their needs. GM Fleet launch an anti-branding campaign — abandoning showing pretty sheet metal and laser focused on brass tacks business needs. The campaign closed the vehicle sales gap to Ford Fleet by 44%.
CASE VIDEO
Audience: Business Fleet Managers
Objectives: Market share - increase
Type: Business to Business
Language: English
