Challenge:

As the industry leader in non-idling temperature solutions for tractor trailers, Webasto wanted to reach drivers where they work & play. 

Objective:

Leverage existing activity at the Mid-America Trucking Show (MATS) and comparable trade shows, along with satellite radio, and NASCAR races, to establish a reconnaissance platform for gathering data, to sell directly to truckers, original equipment manufacturers (OEMs), & fleet owners. 

Solution:

The Iron Globe team developed a country artist platform that included performances at NASCAR and NHRA races, while also making these performers available for trade shows, and radio performances. With associates gathering valuable research data at a branded fan stage, Webasto was able to increase direct sales to trucking companies.