CASE STUDY: 'SE5000 exakt' for Stoneridge by Gyro
In April 2011 Gyro created a fully integrated marketing campaign for digital
tachograph specialists Stoneridge, to help them capitalise on a unique ‘window of opportunity’.
For one month Stoneridge found themselves with a clear market advantage, when their new model was the only 'One Minute Rule' ready tachograph available. The rule, which forms part of forthcoming legislation governing tachographs, is revolutionising the way drivers' are regulated - yet the industry leaders Continental/Siemens VDO was at least one month behind Stoneridge in being able to profit from this. Gyro had a difficult task ahead due to Stoneridges’ negative position in the market, attacked with a clever re-positing strategy and inventive creative campaign, including a 'One Minute Rule' drivers' hour’s portal with ‘comparison tool’ page. The campaign was fully integrated with online and offline media supported by pan-European trade advertising, online banners, emails and stand at the Commercial Vehicle Show.
The results saw a huge increase in leads generated, with 52 sales coming from the show alone, something never achieved by Stoneridge before. New visitors to the website overachieved by 226 per cent, whilst Amanda Robertson, head of sales & marketing at Stoneridge, told Gyro “We’ve shaken VDO which is a real success”.