How do you show off the maneuverability of your new product?
SITUATION:
BT was introducing a new line of reach trucks that were more maneuverable than any of their competition.
OBJECTIVE:
Demonstrate this maneuverability at trade shows and other locations where the trucks were either not available or could not be operated.
STRATEGY:
Put two lift truck operators and two ballet dancers in the same studio, shut the door, and roll the film.
RESULTS:
The incongruous ballet dancers captivated everyone's attention and dramatically conveyed the trucks features. Dealers and customers talked about and requested copies of the video for years.
