case studies

Unimog 2U Tour

“The Swiss army knife of trucks,” the Daimler-Benz Unimog had long been successful in Europe and now, as a division of Freightliner LLC, this uniquely flexible and multipurpose vehicle was being introduced to North America markets such as municipalities and construction.

As a totally new vehicle concept in North America, Unimog had to be experienced to be appreciated.
Dealers lacked the products, attachments and expertise to demo the vehicle appropriately.
Unimog needed to capture mindshare of the dealers themselves, who typically also marketed other, more familiar and easier-to-sell trucks.

A series of road shows brought Unimog’s and the company’s best demonstrators to dealerships and work sites throughout North America.
Turn-key open house kits of themed posters, banners, brochures, tickets and giveaways let dealers set up and host a tour stop with minimal investment.
National print advertising, PR, and an online contest promotion all worked in concert with the tour to create buzz, leads, and attendance.

Excellent dealer participation: the road tours were a no-risk investment and the perfect opportunity for sales people to work their prospect lists.
Dealers enthusiastically supported repeat, seasonal Unimog road show promotions to demonstrate the vehicle’s efficiency doing summer and wintertime jobs.
YRG designed Unimog gear (pens, caps, t-shirts, driving gloves) they showered on dealers as souvenirs.

"YRG's experience in developing dealer programs made them a great partner in this program. Their approach was creative and effective and extendable to future tours in a way that let us further amortize the cost."

- Director, Unimog North America, Unimog Trucks