The Big Drop!
The global pandemic and stringent regulatory restrictions did not deter Babcock from maintaining its plan to launch the new DAF XF and CF truck models to customers across South Africa.
The driving force behind the sophisticated launch concept focused on the customer experience and showcasing the DAF brand. Babcock seized the opportunity to take a unique launch approach while also intentionally elevating the brand profile.
In the spirit of pushing boundaries, we co-ordinated a gift drop event with a personalised delivery of a sleek, elegant gift box to 500 customers across the country. Each gift box consisted of a special gift, brochure as well as a USB key loaded with a personalised audio-visual greeting and message from DAF management in Eindhoven.
Targeting a focused customer database, we enlisted the assistance of a logistics company to facilitate the gift drop to 336 locations across all 9 South African provinces within a 72-hour drop-off period. The level of care, quality and personal touch that went into each packaged gift box was evident in the compliments and messages received from our customers across South Africa providing a great platform to approach the truck market with confidence.
The gift drop event coincided with a live online press launch to introduce the all-new DAF trucks to the South African media.