Cummins
“Integrated power solutions for your complex energy challenges.”
Cummins Generator Technologies is a global leader in alternator technology, known for high-quality engineering and innovation. However, its success made it a target for counterfeit activity, with fraudulent products entering the market and putting customers at risk.
Cummins needed to raise awareness of the growing threat of counterfeit alternators and protect the integrity of its brand. The objective was twofold: warn potential customers of the risks associated with fake products, and promote the distinct features of genuine Cummins technology to support informed purchasing decisions.
We developed a bold, attention-grabbing exhibition campaign designed to confront the counterfeiting issue head on. The creative concept focused on a powerful message: protecting authenticity and exposing the risks of imitation. This was delivered through a suite of campaign assets, including striking exhibition stand graphics, targeted advertising and printed brochures.
We also produced an engaging explainer video to illustrate the authentication process, equipping customers with the knowledge to verify their products and highlighting Cummins’ commitment to quality and transparency.
The campaign reinforced Cummins Generator Technologies’ reputation as a leader in its field, enhancing brand trust and helping customers make confident, informed decisions.
Our work included exhibition concept design, advertising layouts, print collateral, and video content, all unified by a single campaign message centred on trust, security and brand integrity. By combining visual impact with educational content, we ensured the campaign reached audiences with both urgency and clarity.
Tackling counterfeit activity required more than product messaging. We created a campaign that empowered customers while putting pressure on fraudsters, positioning Cummins as proactive, protective and forward-thinking. The authentication video proved especially effective in simplifying a complex process and encouraging action.
