JCB HYDROGEN PR
WOOING INDUSTRY JOURNALISTS AND INFLUENCERS TO THE UK
OPPORTUNITY
WOO. WHAT A GREAT WORD. NOT USED ENOUGH, IN OUR OPINION. IT'S A COURTSHIP THAT INTENDS TO WIN THE HEARTS OF THE RECIPIENT. MOST PR EVENTS AND ADVERTISING CAMPAIGNS FOCUS TOO MUCH ON THE HEAD—SCREAMING FEATURES AND BENEFITS AND RATIONAL STATISTICS, MORE OFTEN THAN NOT FORGETTING ABOUT THE POWER OF THE HUMAN HEART. AND WITH JCB'S "ROAD TO ZERO" INITIATIVE, WE NEEDED AN EMOTIONAL CONNECTION.
But before we delve into the nuts and bolts of the event, let's go back to the beginning.
A NEW FOCUS ON "ZERO EMISSSION/ZERO CARBON" INITIATIVES
When JACKSON began working as JCB's AOR a few years ago, one of the key goals was to position the brand as the leader in sustainability among construction original equipment manufacturers.
THERE WERE FOUR STATED OBJECTIVES:
- Position JCB as the world's leading CE/AG Machine brand in zero-emission/zero-carbon machines, using various technologies that suit customer machine requirements.
- Communicate JCB's leading innovation work on Hydrogen Combustion engine technology and why this tech is being pursued.
- Become the go-to brand to help machine owners deliver on their Road to Zero commitments.
- Reinforce JCB's brand promise: Always Looking for a Better Way...for a better future.
The creation and implementation of a "Road to Zero" sustainability message was a key component of the brand positioning. JCB has been developing technologies across a wide range of machines to understand which solution is optimal for which type of machine. The research showed that smaller machines (under three tons) are ideal for battery electric solutions to perform their expected day's work. Larger machines require a different solution—hydrogen. The genius of this solution is that the familiarity of the components fits in with existing supply chains, though it requires the scale-up of hydrogen production, storage and distribution to replace diesel tanks and bowsers with hydrogen tanks and dispensers.
LET'S OPEN THE DOORS TO JCB HQ
In order to begin communicating this message to the market, our initial focus was on industry journalists and influencers. To introduce JCB's Road to Zero, a media and influencer trip was planned to JCB's global headquarters in the United Kingdom.
There, journalists were introduced to the brand's portfolio of sustainable solutions, including hydrogen, electric and low-emission diesel equipment.
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