Exclusive Feature in Top-Tier Automotive Trade Publication
12 Product Launch Headlines
#1 share of voice against competitors
Standing Up a Superior Product in a Saturated Market
Over the years, Azuga, a leading fleet management software company, had developed multiple telematics solutions and successfully sold them to a deep bench of customers. Its engineers then built a next-generation dash-mounted safety camera and complementing software. Finally, it was time to introduce the product – the Azuga SafetyCam – to new and existing customers.
However, the company faced a dozen competitive fleet video monitoring solutions already in the market. Even though these products were far less superior, they jeopardized Azuga’s ability to get the same level of industry excitement that first-to-market brands achieve.
Delivering Differentiated Product Messaging Directly to Buyers
Having served as Azuga’s AOR for seven years, the company turned to Alloy to craft an automotive tech media relations campaign that would accelerate its go-to-market strategy and highlight SafetyCam’s differentiators.
Our team revved up our deep relationships with fleet tech media, and focused on b2b tech vertical market storytelling with publications that had covered Azuga’s competitors and that we knew would directly reach target buyer personas.
Outpacing All the Rest
The industry’s top publication, Automotive Fleet, immediately jumped at the opportunity for an exclusive interview with Azuga’s CEO. This feature story – and the 12 pieces of coverage that followed – captured the desired SafetyCam product messaging and bolstered the value of safety-oriented video solutions for fleet businesses.
In all, the focus on safety differentiators set Azuga apart in the crowded fleet telematics space, ultimately outpacing solutions that initially beat the brand to market.