Penske Truck Rental's 2013 online advertising campaign aimed at boosting brand awareness among consumers recently picked up three awards in the Web Marketing Association's Internet Advertising Competition.
The award-winning "For the love of your stuff ..." ad campaign was a collaborative effort between teams from Penske Truck Leasing's marketing department and The Martin Agency, which is the company's ad agency of record.
The ad campaign earned Best Integrated Ad Campaign, Best Online Campaign, and Outstanding Online Campaign in the competition's transportation category.
"Congratulations to our in-house and agency teams for developing and executing an excellent, integrated campaign," said Sherry Sanger, senior vice president of marketing for Penske Truck Leasing. "Both the creative execution and online analytical approach helped produce positive results for our truck rental brand among consumers."
Through a concentrated digital approach, Penske's ad campaign delivered more than 760 million online impressions, helped triple Facebook followers, and lift brand awareness among targeted consumers by 13.5 percent. Organic online search traffic also grew 9.3 percent and generated 400,000 more branded searches than 2012.
By Randy Ryerson