Defy Downtime: Creation & Activation
// Brand Campaign
Dickinson Fleet Services (DFS) is the number one independent provider of maintenance and repair in the commercial vehicle and trucking industry. DFS invented mobile maintenance.
dim•west was tagged to develop campaign messaging, positioning and creative to communicate DFS’s suite of solutions to industry pain points, including the biggest offender: DOWNTIME… When a truck is not up and running, it’s not delivering the goods (or earning revenue). We leaned into the rich history and people-first culture that DFS has developed over the course its ~30 year history of prioritizing the safety and success of its front-line workers: the technicians who perform complex maintenance and repairs. Listening and learning intently to leaders and front line workers across functional groups including Executive Leadership, Operations, Safety, Learning and Development, Human Resources, Asset Management and Field Leadership, we leaned into the the boldness, intelligence and grit that make the DFS workforce and the trucking industry unique.
Thus, DEFY DOWNTIME was born.
Digital and Environmental Campaign Activation
To make a splash at the biggest trade shows in the trucking industry, Dim West applied the DEFY DOWNTIME campaign creative and messaging in bold ways across digital and physical collateral and environments to drive customer engagement and revenue growth opportunities.
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Video: Driven to Defy Downtime
To compliment branded elevations in booth, Dim West collaborated with IdeaBar to produce and activate video content with brand voice, visuals and tone of the campaign across video screens to boldly communicate the client’s mission and value proposition.