Nothing But the Truth

Challenge

With their newly adopted market positioning as “The Safe Choice”, Hyster needed to provide brand agnostic support for their “fact-based” advertising campaign to reinvigorate the aging Hyster brand and establish the company as an innovative performance leader offering the safest choice in the lift truck market.

Solution

Koroberi created a website called Trucktruth.com, and populated it with a repository of information of interest to lift truck buyers and operators. The site offers unbiased comparisons of Hyster products versus competitive trucks, as well as informative articles and reports that stretched across every area of the lift truck industry.

Results

Created an industry forum that established Hyster as a thought leader unafraid to engage in an open dialog with competitors
Supported integrated “Safe Choice” campaign that included print advertising, PR, direct mail, and national events