Copy written for: Radio
Cummins is the largest independent engine manufacturer in the world. Although a household name in the U.S, their brand is far less well known in the UK. Cummins wanted to address this issue and focused on an advertising campaign in the London marketplace, announcing the opening of their new premises to attract potential new customers.
This involved writing a radio campaign broadcast on LBC, which then directed listeners to a bespoke microsite built to support the on-air activity. The copy needed to convey Cummins size and how integral their operation is to keeping London's transport running smoothly.