Winner
Ketchum and Navistar International Corp.: LoneStar: Shining the Light on a New Trucking Star

Navistar created a new crossover truck to appeal to the changing requirements and preferences of today's truck drivers. The company hoped the launch of its International LoneStar would give truckers new options. Previously, the marketplace offered choices of either a “classic” truck that offered great “looks” but little fuel-efficiency or an “aerodynamic” truck that had great fuel-efficiency – a feature of growing concern to truckers – but lacked a design that could appeal to the “heart” of a trucker.
 
The team found through extensive re-search, including investigation of market data and interviews with hundreds of truckers, that the drivers were easily spending $1,000 to fill their tanks at the pump. It also discovered that most long-haul drivers were putting in an average of more than 100,000 miles a year, meaning their trucks were more than a vehicle; they served more as a “mobile apartment.”
 
Secondary research also indicated that truckers are heavy Internet users who regularly frequent trucker blogs and message boards.
 
The launch of the truck was given a $200,000 budget with the objective to not only secure 25 million media impressions, but also to drive 100 “immediate orders” and “create jealousy” among other truck manufacturers.
 
The team drummed up buzz by launching the LoneStar truck at the Chicago Auto Show – not the usual place for a semi, big-rig unveiling – which got people talking. It pitched top national media with previews, and then hosted more than 200 press entities, including auto publications, men's journals, as well as general-interest outlets, for a press conference at the show.
 
The second launch took place six weeks later at the Mid-America Truck Show to ensure that both the trade media and drivers got to see it firsthand.
 
The PR strategy was deemed “smart” and “sharp” by one judge, while another noted it was a “flawless execution of b-to-b strategy, demonstrating bottom-line results.”
 
In fact, the sales orders exceeded the goal of 100, plus the campaign captured five magazine covers and 73 million media impressions. Exclusives were secured in USA Today and the Chicago Tribune. Word of mouth had also been a goal of the campaign. After a photo of the truck was leaked online, the group counted nearly 100 message-board and blog posts about it.

“Outstanding program,” said a judge. “Research on the target was high value... nontraditional venues worked very well.”

Honorable Mention
Ketchum and Toshiba America Medical Systems: Revolutionizing Healthcare in a Single Rotation – Toshiba's Aquilion ONE Launch

Toshiba America Medical Systems was debuting a new, game-changing CT (computed tomography) technology, but it faced a community of skeptical radiologists. It also needed to explain the new technology to reporters, some of whom had used inaccurate terms to describe CT imaging. To launch the new Aquilion ONE, which had a record 320 detector rows, it worked with Ketchum to develop a b-to-b launch strategy, targeting media and radiologists at the Radiological Society of North America trade show. With a total budget of $180,000, it offered sneak peaks to “influencer” radiologists. It also called a press conference in which it surprised reporters who were simply expecting an upgrade to old tech with the new innovation, garnering great buzz. The campaign created significant word of mouth within its target group, but also secured 299 sales leads weeks into the launch, which was well over the goal of 150. One judge lauded the effort for its “expert execution” that made “great use of research.” Another said it was an “excellent program distinguished by in-depth knowledge of the target and how information flows.”

Finalists 

• Ketchum and IKEA: Small Businesses, Big Dreams: Furnished by IKEA
• Ketchum and Navistar International Corp.: LoneStar: Shining the Light on a New Trucking Star
• Ketchum and Toshiba America Medical Systems: Revolutionizing Healthcare in a Single Rotation – Toshiba's Aquilion ONE Launch
• Volume Public Relations: From Zero to 270 Million
• Weber Shandwick and Siemens: New Broom at Siemens Cleans Up