Andretti INDYCAR x Fleet Services by Cox Automotive
// Experiential Marketing
Skilled employee retention is one of the biggest challenges in the trucking industry. Dim West was challenged to address this key industry pain point and to increase employee satisfaction, engagement and retention. The client, Cox Automotive, has a workforce of fleet services technicians who work on a variety of commercial vehicles across myriad clients and businesses, one such client is the world-renowned Andretti Global racing team.
The Official Pit Crew for Andretti IndyCar Transporters
To bring excitement to the partnership between Cox and Andretti and creatively connect the essential truck technician work to the excitement and intensity of a race car pit crew, dim•west went to work. We partnered across Cox teams including executive leadership and operations along with the Andretti Global organization to develop a cobranded identity system and campaign. We also activated VIP technician experiences at race tracks across the country. We called it “Pit Crew 2”.
Andretti x Cox Automotive Partner Vdieo
dim•west collaboratively developed and executed creative vision by bringing voices of key team members across Andretti and Cox teams to activate this partner video.
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