"Possibility the funniest video I have seen about tire alignment since 'Too Fast Two Tires'."
The Easter Bunny
Double the Life of Your Steer Tires
MD Alignment, a veteran-owned business, provides innovative solutions for heavy-duty vehicle alignment, emphasizing precision and cost savings. They wanted to communicate the versatility of their QCT system and showcase their legacy while appealing to a wide range of clients, from independent operators to large fleets. Their goal was to go from the best kept secret, to a company with a refreshed identity and revitalized brand.
Client
- MD Alignment
Services
- Video
Challenge
MD Alignment’s products were often perceived as less advanced or inferior due to their lower price point compared to more expensive, computer-based alignment systems, despite being proven reliable and effective. While the QCT system offered superior accuracy, it required additional training to operate, which made it harder to highlight its benefits. This combination of factors—perceived simplicity and the need for training—sometimes posed challenges in demonstrating the system’s clear advantages over higher-tech, pricier alternatives.
Solution
Applied Art & Technology supported MD Alignment in articulating their value proposition and then developed a humorous, visually engaging video to showcase their value proposition to their prospects.
- Approach: Combined lighthearted storytelling (e.g., ‘80s nostalgia and playful skits) with technical insights to make the messaging accessible.
- Showcase: Highlighted the QCT alignment system's advantages through clear demonstrations, emphasizing efficiency, precision, and cost-effectiveness.
- Engagement: Balanced humor with practical benefits, ensuring the video resonated with both technical and non-technical audiences.
- Specialized: A series of videos were created to align with the individual sales target territories.
Results
- Increased Awareness: The video reached the intended sales target territories, effectively communicating MD Alignment’s brand and technical expertise and leading to an increase in sales conversations.
- Customer Engagement: Potential customers found the messaging relatable and memorable, sparking inquiries about the QCT system.
- Brand Positioning: MD Alignment reinforced its role as a trusted leader in the alignment space, appealing to both small operators and large-scale fleets.
Key Learnings
- Humor Enhances Engagement: Injecting humor into technical content made the message relatable and shareable.
- Visual Demonstrations Build Trust: Clear, real-world examples of the QCT system's applications helped audiences grasp its value.
- Targeted Storytelling Works: Tailoring messaging to bridge the gap between technical details and customer benefits can effectively simplify a complex message.