Consistent access to an exclusive software package that provides dynamic resources to owners and users of a Snap-on® diagnostic platform paired with a commitment to always remain current elevates technicians to an elite group. Depth in understanding that uninterrupted access to this software is critical to technicians achieving a competitive edge in the work bay. Simply stated, it’s easy to be awesome when you’re always up to date.

Our assignment was to devise a long-term message strategy that could build over time and would be compelling at a level that existing and prospective customers would activate an already earned software upgrade or would purchase an upgrade –– ensuring that they’d have the latest diagnostic tools to diagnose and repair any vehicle appearing in their bay accurately and efficiently. We elected to pair dramatic, original photography with branded educational content and a simple pathway to conversion to accomplish that goal. The initial target: current platform owners.

The campaign launch delivered significant results. Open rates for the campaign were up 180% over tracked historical performance. Click through rates for the campaign period increased 190%.