Canter-the lead generation game

 Canter-the lead generation game

Canter is a 3.5T commercial truck which can be adapted to suit multiple businesses. We were asked by Mercedes-Benz, who own the Fuso Canter licence, to deliver a lead-generation campaign, measured by the number of test-drives booked. The hook for the target audience identified was offering weekly prices together with a body-ready option, (both key within the market). 

To achieve our client’s goals, the fully-integrated campaign had to be measurable. We based it on the HubSpot platform to ensure that not only was all the activity tracked and measured, but we could develop a lead-nurturing and scoring process.

This innovation means all activity from competitions to downloads to test-drive requests, is evaluated and refined on an ongoing basis.

Anecdotally, one dealer made multiple challenger sales, which they directly attributed to this campaign.

"Palmer Hargreaves’ value add has come, not only from their in-depth knowledge of the product and persona, but also from their focus on driving results in the areas that are important to our business – namely new leads.” Ben Grayson, Mercedes-Benz Trucks Marketing Manager.

related projects

Disclaimer | PRIVACY

Palmer Hargreaves (Shanghai) Company Limited
Office 602, No.1 Building, 283 West Jianguo Road,
Xuhui District, Shanghai, 200031, P.R.China

SENIOR ACCOUNT DIRECTOR of Palmer Hargreaves (Shanghai) company limited

Caroline Tan

t: + 86 (0) 21 3175 1567


This disclaimer also applies to Palmer Hargreaves presence on Facebook, Twitter, Instagram, Xing, LinkedIn, Google+ and YouTube.


This website utilises Google Analytics, a web analysis service provided by Google Inc. (“Google”). Google Analytics uses cookies – text files that are stored on your computer and enable your use of this website to be analysed.


The data generated by these cookies about your use of this website is, as a rule, transferred to a Google server in the USA and stored there. If the IP anonymisation service is activated for this website, your IP address will be abbreviated in advance in member-states of the European Union or in other countries that are signatories to the Agreement relating to the European Economic Area.


Only in exceptional cases will the full IP address be transferred to a Google server in the USA and abbreviated there. On behalf of the site operator, Google will use this data to evaluate your use of the website in order to draw up reports on website activities and provide to the site operator other services linked to the use of the website and the Internet.


The IP address Google Analytics takes from your browser will not be added to any other Google data. Although you can prevent cookies being saved by altering your browser settings, we have to point out that in such a case you may well be unable to use all the functions of this website in full.


Moreover, by downloading and installing this browser plug-in ( you can prevent the data that is generated by the cookie and refers to your use of this website (incl. your IP address) and the processing of this data by Google.


Additional information on the terms of usage and data protection can be found here: and

We should like to point out that on this website Google Analytics has been extended by the “gat._anonymizelp();” code to ensure that IP addresses can be collected anonymously (so-called IP masking).