When major storms threaten coastline areas, businesses cannot afford to be shut down for an extended period of time. Aggreko, a leader in temporary power generation, developed a plan to help alleviate this problem by letting clients reserve equipment should a catastrophic storm threaten their area. Only problem was that these plans were pricey and hard to justify given that the U.S. had not been hit by a major storm in a few years.
Create a strong brand and launch it into the market via a multi-channel strategy combining print and online materials. Give the program a name: Storm Shield. Clearly and concisely communicate the plan’s benefits to educate decision-makers, but do not sound like an alarmist or an ambulance chaser.
Storm Shield was launched in April 2008, less than 60 days before hurricane season begins, and became so successful that the program had to be closed to new enrollments within 60 days. The program garnered the Best of Texas in the 2008 BMA Lantern Awards.