Eyes on the Road

A shift in government regulation around electronic logging devices (ELDs) created a moment of urgency for commercial fleet operators. TELUS Business recognized this as a strategic opportunity to reintroduce its fleet management solutions.

Building on that momentum, TELUS aimed to elevate demand for advanced telematics solutions, including AI-powered dash cameras and real-time video insights. The broader objective was to position TELUS Business as the top choice for organizations seeking to operate smarter, safer, and more sustainable fleets.

Our insights revealed a turning point: fleet managers had become more open to new technology post-ELD mandate. But moving beyond basic compliance required a compelling reason to invest.

We launched a content-led, multi-channel campaign focused on video telematics. The campaign centered around three core benefits: smarter operations, safer roads, and more sustainable fleet practices.

A suite of original videos demonstrated the real-world benefits of AI-powered fleet management, supported by an e-book that served as the campaign lead magnet. All demand gen tactics, from LinkedIn ads and programmatic display to content syndication, drove to a mobile-optimized landing page with easy access to the e-book.

We also employed a targeted ABM strategy, segmenting audiences by industry and company size. Through performance tracking and A/B testing, we refined messaging mid-campaign. Safety messaging resonated best with small and mid-sized companies, while sustainability gained traction among large enterprises focused on ESG commitments.

The campaign exceeded expectations across all core KPIs. Video views outperformed the target by nearly seven times, signaling strong engagement and message relevance. Click-through rates were more than ten times above goal, demonstrating clear interest and effective calls to action. Lead generation also surpassed benchmarks, reaching 107% of the original goal.