Allison Transmission “Free the Left Foot” Campaign

Fleet owners have traditionally preferred manual transmissions for commercial trucking and construction vehicles. The reason is their lower up-front cost compared to automatic transmissions. However, when one actually looks at an Allison transmission’s total cost of operation and the increases in productivity, reliability and ease of use it provides, the better investment becomes obvious.

The goal of this campaign was to challenge the conventional thinking about manual transmissions and encourage fleet owners to start switching to Allison automatics. To do this, we built the campaign around a rallying cry asking fleet owners to free their drivers from the tyranny of clutch pedals. First, we created a “Free the Left Foot” microsite to make the case for switching to automatic transmissions. Then we used emails sent directly to fleet managers and flyers (distributed by Allison dealers) to drive traffic to the microsite.