They asked GM Fleet and Commercial, which accounts for more than 25% of GM's overall vehicle unit sales, wanted a campaign that would communicate to their corporate customers in a way decidedly different than individual customers: As a purely business decision.
We answered with the "numbers" campaign, which provided the audience with info in short, simple, easy-to-digest ads. The campaign tagline: "It all adds up."
This happened Market share increased by 2%. Linkage between tagline and brand name increased 85% over the previous tagline. Compared to the competition, GM ads were more believable (+28%) and more useful (+22%).