Campaign type
Media relations
Campaign title
Fuelling Success: Eminox and the London Low Emission Zone
Brief
Eminox, the UK’s largest manufacturer of diesel emissions control systems, wished to position itself as the preferred retrofit solutions provider ahead of the introduction of the London Low Emissions Zone (LEZ). On account of the financial burden of the directive, diesel-engine lorry, bus and coach operators remained hostile to the LEZ, with a vociferous opposition campaign.
Eminox commissioned Say who faced the challenge of convincing this powerful lobby of the benefits of ’acting now’ with a cost-effective retro fit solution to avoid the significant costs of non-compliance.
Solution
Having developed a strategic PR plan, Say kicked off a year-long campaign with two dedicated LEZ ‘surgeries’ at key trade shows. These aimed to provide fleet operators with advice and information on their compliance options.
In parallel, Say implemented a drip-feeding of issues-related press releases, case studies and opinion articles to build the profile of Marketing Director Mike Galey as the Eminox LEZ expert and the voice of cost-effective LEZ solutions.
Result
This intense, hard-hitting campaign tackled the controversy head on. The media programme generated a momentum of high-profile coverage in strategically important trade publications, including Commercial Motor, Transport Engineer, Professional Engineering and Facts as well as news broadcasts that included BBC London Tonight.
A notable result was a case study featured in Motor Transport, articulating the value of the retrofit solution by a satisfied Eminox customer. The campaign successfully positioned Eminox as a leading voice in emissions solutions and helped to drive early adoption of retrofit solutions.
Client verdict
“We were glad to have Say managing our campaign leading up to the LEZ enforcement. Their ability to articulate the issues and their strong press relations tangibly supported our campaign to drive early adoption of retrofit solutions among fleet operators at a critical time.” Eminox