ROUSH CleanTech designs, engineers, manufactures and installs clean technology fuel systems, including propane autogas and electric propulsion technology for medium-duty Ford commercial vehicles and school buses. This campaign was developed to drive awareness and sales for a new 7.3L clean-energy engine for school buses.
School transportation directors, who are the key decision makers when it comes to school bus fleets for schools, succeed when they can save their district money. This campaign focused on how the new 7.3L engine can save schools money over time and how those incremental savings can be used for other critical needs, like supplies for teachers and students.
The messaging of the campaign, which focused on the emotional connection with school transportation directors, was one of the first creative-led initiatives for ROUSH CleanTech and garnered positive engagement with internal stakeholders. However, due to the Covid-19 pandemic, the production timeline for the new engine was pushed to Q1 2021.