Challenge

Cummins faced the challenge of effectively reaching a diverse audience nationwide while showcasing their full range of innovative products. The goal was to modernize their mobile tour experience, allowing them to display more products in a controlled environment that could travel to various events. This need for mobility was essential to support their new "Destination Zero" campaign, which focuses on achieving a zero-emissions future. Cummins sought a solution that would allow them to take their products on the road directly to potential customers and create engaging experiences that aligned with their campaign goals.

Approach

Cummins partnered with Hamilton to adopt a cutting-edge approach in redesigning their mobile tour, continuing their collaboration from 2015 when they created the original mobile tour. The design features three tables across the center of the trailer, showcasing both Accelera by Cummins and Cummins products, allowing for a broader product display than the previous setup. The use of 3D printed models enables a more comprehensive and tangible presentation of their offerings. To enhance brand visibility, the tables are illuminated with red and teal lights, differentiating Cummins and Accelera products. Environmental-focused graphics, inside and outside the trailer, reinforce their "Destination Zero" campaign. The redesigned trailer embraces an aesthetic of woods, greens, and blues to reflect their environmental initiatives. Presentations are delivered via monitors, providing a cleaner, more cohesive, and integrated look. The flexible design of the trailer allows it to be towed by various Cummins semi-trucks, making it possible to tailor the mobile tour for different target markets at each event.

Results

The redesigned Cummins Mobile Tour boosts brand visibility and customer engagement. The trailer's flexibility allows it to be utilized at indoor trade shows and outdoor events, expanding the audience reach to include those who might not have otherwise engaged. Cummins successfully created a consistent brand representation by unifying the look and feel across all their experiences—mobile tours, trade shows, and in-person events. This cohesive approach not only evolved their brand story but also reinforced their commitment to environmental sustainability, enhancing their reputation in the marketplace and aligning with their "Destination Zero" campaign objectives.