The Right Tool video features a man zealously attempting to trim a bonsai tree using a chainsaw. This overkill scenario highlights the video’s main point: don’t use a large bus in a small town. The campaign emphasizes Vicinity’s purpose-built buses that are beneficial to smaller cities that require a smaller scale bussing system. The ad further highlights the advantages of Vicinity Buses including more affordable costs, less green-house gas emissions, and more efficiency.
This eye-catching campaign is a great example of how a business targets other businesses through marketing. The campaign will include video, digital marketing, email marketing, and social media marketing.