Dee Zee, Inc. has been a staple brand in the truck accessory market since 1977. They are the Original Equipment Manufacturers (OEM) for some of the biggest names in the auto industry. When they were preparing to launch a new crossover toolbox in a market flooded with similar products, they looked to the LS2group marketing team for assistance.
Dee Zee needed to grab the attention of current customers and future buyers to educate them on the benefits of Dee Zee products and drive sales. To accomplish this goal, LS2group developed a strategy aimed at attracting the interest of the Dee Zee target audience. The marketing team developed storyboards, scouted locations, and produced a dramatic 30-second video spot to anchor the “Tough. Secure. Dee Zee.,” campaign. Myles Jury, a successful mixed martial arts (MMA) fighter, was the featured talent in both the commercial and broader padlock toolbox marketing effort. Jury proved to be an excellent choice for crossover reach as he was highly ranked within hi sport and popular with MMA fans. The ads ran as digital pre-roll advertising and in a social media campaign.
The 30-second commercial was accompanied by print ads, static online ads, and social media posts. These efforts successfully boosted the recognition of the product launch while shedding light on a manufacturer with more than 1,000 employees in the Des Moines, Iowa area.