Chainsaw-Themed B2B Campaigns : The Right Tool

Vicinity Buses, a division of Grande West Transportation Group, recently debuted its new B2B campaign, titled ‘The Right Tool.’ The advertisement targets transit authority professionals in small towns and communities across the United States and Canada through a humorous marketing video.

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.