We like to challenge clients, working with them to deliver sustainable and impactful communication solutions for product launch activity.


ADL Plaxton Bus and Coach

Our task:

Cheetah XL coach launch

Fusion have been briefed to consider the launch of Cheetah 2015 at the EuroBus Expo 2014.

With the new Cheetah unavailable to exhibit, a campaign was created with the objective to build anticipation and awareness and consider creative and relevant ways of engaging with existing and potential customers in order to maximise the profile and awareness of the product
Our communication objectives were to build on the existing Cheetah brand – with strong customer awareness and loyalty, communicate the differences and reinforce the Cheetah/Plaxton virtues. To differentiate the new Cheetah from old – we recommend retaining the name but adding ‘XL’ to build on its success and history but promoting a new generation of Cheetah – ‘Evolved to perform’.

Fusion’s involvement included brand development to launch and subsequent customer event.

The campaign was highly successful, resulting in an almost full order book for 2015 within 5 months of the initial launch at the show.

Project skills/elements:

  • Teaser advert – on line /Plaxton website and key trade media web adverts/newsletter adverts.
  • Reveal advert – takes us to the same light streamed environment but now reveals the new Cheetah in all its glory (rendered image)
  • Personalised invitation through post and via e-shot – to find out more about Cheetah XL at Eurobus Expo or arrange future test drive.
  • Animated video presentation – based on teaser and reveal – but expands on core features  in a dynamic way.
  • Large format graphics – for both launch and customer event to tell the story
  • Product literature – including high definition compositions utilizing cad renders and real life scenarios.