You can Google a how-to on just about any vehicle repair, but chances are good you’ll end up watching an hour-long video with a shaky camera, poor sound quality and sketchy information.
The JRT agency®, with our client, Dana Incorporated, has officially upped the ante on commercial vehicle training with Driveline Forensics, a new series of videos hosted by automotive talent Cristy Lee.
The video idea was born from the need to enhance technician interaction with Dana by providing engagement beyond the instruction. For that, we needed a positive, relatable presence. The talent search was on.
“When Cristy Lee came along, she seemed too good to be true,” said Tom Gurisko, JRT ACD and Video Director. “She showed up with the automotive knowledge we needed, and the swagger, camera presence and get ‘er done attitude we love — and we knew our commercial audience would love too.”
Once the talent selection was made, the team took off, crafting the scripts and exacting the content before heading to Dana headquarters in Maumee, Ohio, for some long days on set. Then back to the JRT offices for some longer days in the in-house video edit suite.
Since launching, the series has cultivated a strong viewership among repair specialists. The effort benefits from a strong social media presence — as well as a smart SEO strategy that works hard to “invite” searchers to the videos, which are located on the Dana website and the Dana Incorporated YouTube channel.
So far, Cristy has covered five training and maintenance videos, including Drive Axle Maintenance Inspection, Drive Axle Carrier Assembly Removal, Drive Axle Carrier Assembly Replacement, Steer Axle Maintenance Inspection and Steer Axle Lubrication. There’s plenty more to come, as Cristy Lee and the JRT team are scheduled to produce more Driveline Forensics videos in mid-October of 2020.
The relationship between Cristy Lee, JRT and Dana is continuing to evolve, and so is the work. We’re even working on an all-new (and still top-secret) campaign to launch before the end of 2020… so stay tuned.
