Are Media Industry Media Kit 2021
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Integrated content case study<br />
With a brief to showcase the new Cummins-Eaton powertrain joint venture, our experienced<br />
team created a compelling integrated content and advertising campaign that achieved<br />
impressive reach and engagement across our transport and machinery network<br />
The brief was to showcase both Cummins’ engine<br />
and Eaton’s transmission being offered together for<br />
the first time as an integrated package; a line-haul<br />
powertrain joint venture called Cummins Integrated<br />
Power.<br />
Our bespoke solution was to produce a two-part,<br />
video-led content campaign, encompassing our<br />
presenter, renowned trucking journalist Steve<br />
Brooks, interviewing the engineering team at both<br />
businesses; and then undertaking a test drive with<br />
transport operator Don Watson Transport.<br />
Our close relationship and ease of communication<br />
allowed us to engage the marketing teams at both<br />
Cummins and Eaton to develop a fully integrated<br />
content and advertising campaign that fully<br />
delivered on the client brief.<br />
Content Creation &<br />
Amplification<br />
Our team of writers, producers, photographers and<br />
videographers created a high-quality nine-minute<br />
video along with a 2,800-word feature article that<br />
was published across our suite of print and digital<br />
platforms (including websites, e-newsletters and<br />
social media channels) to achieve maximum reach<br />
and engagement.<br />
Advertising<br />
To extend the message online we embarked on<br />
an integrated video advertising campaign which<br />
encompassed:<br />
• 30-second edits of the video with subtitles<br />
positioned into desktop and mobile digital<br />
display ads and served across our sites for a<br />
period of five months.<br />
• Display advertisements across our suite of print<br />
and digital platforms.<br />
Re-editing & Licencing<br />
Several bespoke edits were created for both<br />
Cummins and Eaton, including a two-minute video<br />
created specifically for use at the 2019 Brisbane<br />
Truck Show; plus 30-second edits for social media<br />
posts. All content licencing was passed on for<br />
Cummins and Eatons’ own use.<br />
Conclusion<br />
The feature video reached tens of thousands of industry<br />
decision makers across owned, earned and paid digital<br />
platforms, generating thousands of page views and a<br />
whopping six times the average time on page, with the<br />
all-important average time on page exceeding 13 minutes.<br />
On top of this, the high-impact online advertising generated<br />
five times the industry click-through average.<br />
And through our iconic print titles the integrated content and<br />
advertising campaign was further amplified to a combined<br />
audience of more than 120,000 industry decision makers!<br />
ARE MEDIA – <strong>2021</strong> INDUSTRY MEDIA KIT 6
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