MACK TRUCKS
Construction ABM Campaign
The Challenge:
How do you convince the toughest customers in America that comfort is worth the investment?
Mack Granite is the best-selling construction truck in North America.
But in 2021, sales were slipping because the product had a reputation for not being comfortable.
With an onslaught of interior upgrades, our client wanted to tackle that notion head on.
Comfort is what keeps drivers going strong all day long.
We arrived at the insight:
We built a campaign that invited our audience to be unstoppable.
We identified the 3 most important features for driver comfort and built creative around each.
Premium Seating Upgrades
Command Steer Driver-Assist
Ergonomic Dash Design
After identifying and defining target customer segments, we customized creative across paid media, print, and social.
Asphalt
Concrete
Hauling
Emails, Print, Banners and Social contrasted comfort features against an unforgiving back drop.
SOCIAL
The Landing Page featured a number of interactive tabs and videos deepen understanding, extend time on page and ultimately convert leads.
