In order to drive sales of its new electric motors for buses, Cummins Corporation,
the $20 billion engine manufacturer, needed to raise awareness among a very targeted audience who had no idea who they were. Backed by considerable research, this campaign focused on the school bus as hero, a dream maker, safely delivering children to a place that fosters their dreams.
the $20 billion engine manufacturer, needed to raise awareness among a very targeted audience who had no idea who they were. Backed by considerable research, this campaign focused on the school bus as hero, a dream maker, safely delivering children to a place that fosters their dreams.
Research showed that the risk-averse target audience—school district transportation managers—were afraid to transition to electric. Besides the enticement of significant government incentives, in order to make the leap, they needed a name they could trust. Enter Blue Bird, powered by Cummins, making buses that transport dreams.
Campaign Ideation and Direction: Andrew Loesel // Collaborators: Mario Mejia, Judy Chu (Hotwire PR) // Final Execution: Cummins
This back-to-school campaign needed to deliver on two ideas: 1.) the new, electric school bus as a reliable method for transporting children and 2.) those school children as dreamers who will make the future. To cement the first idea for such a no-nonsense audience, it was important to show the new electric bus just as it is—exactly the same as the bus they know and love. At the same time, we wanted to connect emotionally with this audience by driving home the point that, in helping to get kids to school safely, they were also transporters of dreams.
To add excitement and a touch of fun to the campaign, we enlisted a well-known illustrator to create murals that could infuse everything with energy while stylistically connecting to chalkboard art with an education theme. Originally planned as a live event, we had to pivot to video because of the pandemic. Many of the ideas depicted where supplied by students themselves as they were asked to describe their dreams for their futures.
The famous illustrator asked not to be named.
The visual elements of the campaign included illustration and animation, photography, bright color and simple typography to harmoniously convey a positive, trusting atmosphere, one that would bring a sense of hope to this target audience.
The key campaign insight was always front and center: trust established names to deliver on the promise of electric vehicles. An unorthodox bright green color was adopted to connect with an environmental message. Campaign deliverables included a website, event elements, collateral, give-aways, a coloring book, and guidelines for co-branding.
website: electricdreambus.com