Case Study: Penske Australia & New Zealand achieves 75% employee adoption and transforms internal communication with Firstup

Transforming the employee experience at Penske Australia and New Zealand

Penske Australia & New Zealand, a Brisbane‑headquartered division of the U.S. Penske group with about 1,000 employees across rental/leasing, heavy‑duty trucks and engine systems, faced a communication gap across a vast geographic area and a 60/40 field‑to‑office workforce. Relying on managers and email left frontline and mobile workers out of the loop and employees feeling disengaged, so the company sought a way to push timely, mobile‑friendly information directly to every employee.

After a 100‑user pilot, Penske rolled out Inside Penske on the Firstup platform and achieved 75% employee enrollment within a year by prioritizing selective, staff‑focused content and a playful culture. The mobile‑first approach, vendor support and analytics improved engagement and cross‑company connections, while making the company more attractive to millennial talent.

Penske Australia & New Zealand

Kim Ruddock

General Manager of Marketing