FUSO Canter: From low brand visibility to relevant reach and measurable growth
For FUSO in Switzerland, H.O.T. AG combined brand and audience analysis, POE strategy, touchpoint assessment, data-driven planning, buying and continuous optimization. The result: more relevant reach, strong website traffic growth, higher product interest and increased sales in a declining market.
Challenge
The FUSO Canter was a robust commercial vehicle with clear functional strengths, but the brand had limited visibility in the Swiss market and was difficult to differentiate from competitors. The task was to increase brand relevance, grow qualified traffic, establish a concrete product message and open up additional customer segments.
Approach
- Analyze the market, brand and three relevant target groups and derive a modular Paid-Owned-Earned communication strategy
- Use customer segmentation and a 4Q assessment to prioritize relevant touchpoints across the decision journey and eliminate contacts that did not fit the brand value proposition
- Quantify target-group potential and reach using data, then translate this into media mix, flighting and a concrete activation logic
- Implement Owned, Earned and Paid in an integrated way – including website, CRM/mailings, dealer network, trade press, events, OOH, radio, SEA, display and LinkedIn – and continuously optimize based on traffic and response signals
Outcome
The case documents more than 50% total-audience reach per campaign, 81% monthly traffic growth, 25% more brochure downloads per month and 5% higher vehicle sales during a comparison period while the overall market declined by 28% at the same time.
A concrete task is the best starting point.
We define mandate, scope and responsibilities before the project begins – and clarify whether H.O.T. AG is needed as media consultant or independent audit function.