How to Win Friends and Influence People

JCB was authentically the leader in hydrogen-powered construction equipment. In fact, their internal mantra is “Road to Zero.” And they wanted to tout this fact to the world. When they came to JACKSON for help, they had four stated objectives: 

1. Position JCB as the world's leading CE/AG Machine brand in zero-emission/zero-carbon machines, using various technologies that suit customer machine requirements.
2. Communicate JCB's leading innovation work on Hydrogen Combustion engine technology and why this tech is being pursued.
3. Become the go-to brand to help machine owners deliver on their “Road to Zero” commitments.
4.  Reinforce JCB's brand promise: Always Looking for a Better Way...for a better future.

A Focus on Authentic Media & Influencer Storytelling

To introduce JCB's “Road to Zero,” a media and influencer trip was planned to JCB's global headquarters in the United Kingdom. There, journalists were introduced to the brand's portfolio of sustainable solutions, including hydrogen, electric and low-emission diesel equipment. Invitees received one-on-one access to JCB stakeholders, including engineers and c-suite executives.