Challenge: Position DFDS as the front runner and the perfect green logistics partner
DFDS are frontrunners. And the electric truck revolution they are pioneering is a once in a lifetime paradigm shift in the logistics industry. While others are waiting to see how the new technology develops, DFDS are working with partners to prove its commercial viability.
Such partnerships are key to their success. DFDS needs to attract other pioneer brands to find solutions to the inevitable challenges they will encounter. So, these launch events are an opportunity to position DFDS as a collaborative partner. As well as convince customers that the new electric trucks can be trusted to deliver results with a technology that is yet to go mainstream.
Solution: Controlled messaging delivered with impact.
We have the pleasure to work closely with DFDS. From designing the concept for an event to selecting and directing the right event partners to pull off ambitious plans – we’re working on the inside. This close, long-term position has allowed us to create whatever didn’t exist, as and when it was needed.
“Partnership is Leadership” is a phrase that was born out of the series of films we made with Roger Alm (President, Volvo Trucks) and Niklas Andersson (Executive Vice President of Logistics, DFDS). We saw a positive response to the phrase and chose to work with it at the London event, “Partnership is Leadership: Electrifying UK Freight”.
DFDS was entering a UK market that was a year or two behind the European countries they had previously launched in. We knew customers were concerned about the lack of charging infrastructure and the higher cost of electric trucks – and so we decided to tackle these two elephants in the room. With the help of independent and respected third parties, we scripted a segment in the event that would give an honest yet optimistic account of the UK’s development. We used existing customers to inspire action in others. And above all, stressed how partnership was the solution to the challenge at hand. And with experience from launches across Europe, DFDS was the partner to rely upon.
We adapted six films from our library of DFDS content to be played during the stage show. These were used to succinctly convey information and introduce guests. And the film we created to promote the event had potential customers messaging DFDS employees requesting a place at the event.
Hosted at the prestigious Gherkin building in central London, we were confident of impressing the 110 guests who were attending the show LIVE. But the key brand messages of partnership and leadership had value not just in the UK, but across Europe. So, Martin Max directed a film crew and edited a live recording of the event to be shared with everyone who couldn’t be there in person.
