HELLO
HELLO
For nearly a century, Hyster has engineered and manufactured forklifts that handle jobs in the world’s most demanding industries – ports, terminals, metals, lumber, building materials, manufacturing and more.
Traditionally, materials handling applications in these industries have relied on diesel-powered equipment, as electric power has been unable to deliver the level of productivity these businesses require. However, government regulations, green corporate initiatives and concerns surrounding employee health and safety have created a shift in recent years. As a result, many of these businesses have been forced to consider a switch to electric equipment.
Hyster has been at the forefront of developing electric materials handling equipment – including container handlers and forklifts powered by lithium-ion batteries – that can stand up to these demanding tasks. The brand wanted to position itself as a trusted partner with the expertise and solutions to transition these customers to electric equipment without compromising on productivity.
To do so, they enlisted Koroberi to help strategize and create a campaign to established Hyster as an expert in and champion for forklift electrification.
We started by considering the audiences for this campaign – primarily C suite executives and operations managers in North American and European businesses – and figuring out what is most important to them. For example, C Suite executives tend to prioritize sustainability, while operations managers are more concerned that the equipment be productive and cost-effective.
Next, we focused on messaging for the campaign. We ultimately landed on the primary message: “Clean power that means business.” This signaled that Hyster’s clean power equipment is designed to tackle today’s tasks without losing sight of its impact on the future. We further broke down the messaging based on the reasons that operations are electrifying to better understand what would engage different end users. If a business had no choice but to electrify, we’d keep things simple. But if there were more layers to their decision, we could go deeper into specific benefits of electric equipment.
From there, we identified a number of tactics to support the campaign, including:
