C&D Trojan
The electric golf car market has seen a dramatic shift recently—from traditional lead-acid batteries to newer, better-performing lithium-ion batteries.
That shift has drawn in more manufacturers, creating a glut of lithium-ion products touting superlative claims, but in most cases falling short of those promises.
This presented the perfect environment for Trojan, already one of the most respected names in motive batteries, to launch their new 48V lithium-ion battery – a battery that can actually back up its extraordinary performance claims.
Dealers know their Golf Car Owners are social, early adopters…looking for leisure transportation but NOT leisure performance. And based on real world, beta trials, golf cars fitted with new Trojan lithium-ion batteries performed extraordinarily…like “a whole new ride.”
To get this message across in a disruptive way, we needed an unconventional, ‘anti-country club’ approach that could increase awareness with dealers and help them pull through customers looking for higher performing, fun, neighborhood transportation.
Our breakthrough idea came from, of all places, the company logo: the powerful, iconic Pegasus.
We brought this symbol of mythic performance to life in a bold, powerful way with a theme that not only alluded to what we’ve done with the logo, but importantly states what our battery will do for your golf car:
Release the Beast.
The ‘Release the Beast’ message was spread through a two-tiered, integrated launch campaign directed to distributors and targeting their golf car owners.
The campaign features tradeshow graphics, dealer kits, in-store POP, digital advertising assets and other tactics designed to help dealers engage with their audience. Plus, customer tactics, including search, display, retargeting, social featuring short videos, outdoor boards near large dealers, digital banner ads, print, email and a custom landing page with a dealer locator.
new dealers
conversion rate
dealer landing page views
page views
dealer locator views
click through rate
We approved and certified 665 new dealers – this from a limited and selective audience.
Direct mail generated a 4.5% conversion rate with 1,369 dealer-specific landing page views in 6 months.
Digital and social generated over 72,000 page views with 46,455 dealer locator views.
Paid search efforts netted an impressive 8.8% click through rate.
A legendary name. Mythic performance. An epic campaign.
That’s what happens when you release the beast.
Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.