Mack Trucks

Founded in 1900, Mack has been the unrivaled standard when it comes to American-made trucks. However, in recent decades, their stronghold on the industry has wained as overseas competitors dilute the market. The launch of their new long-haul truck, Anthem, was an effort to make a statement and regain their rightful position as a leader in the industry.

The Challenge

Reinvigorate an American classic.

agency

The Office of Experience

role

Senior Designer

scope of work

Activation
digital
Trade show
Virtual Reality
UI/UX

Give 'em a taste

To build anticipation for the launch, we deployed a series of print, out-of-home, and digital ads starting with only slivers of information with the simple #NewMack hashtag. As the launch approached, we revealed more information about the event. Allowing the event to have a lasting impression on the industry, rather than a flash in the pan. By the time the launch had arrived, Mack was impossible to ignore.

Front-view silhouette of Mack Anthem Teaser AdSide-view silhouette of Mack Anthem Teaser AdMack Anther Teaser Banner Design

An American legend is reborn

During the day of the announcement, Anthem took over the homepage to introduce itself to the world. For those who couldn’t attend the announcement event in-person, we created a virtual reality experience for customers to take a step inside Anthem. Knowing the event would bring traffic to the website, we unveiled an entire website redesign to signal the start of a new chapter in Mack’s rich history.

Mack Anthem homepage takeover with virtual reality experienceMack Anthem homepage takeover with virtual reality experienceCollage of additional redesigned website pages

Along for the ride

It used to be enough for companies to just release a new vehicle, pat themselves on the back and call it a day. But as customers are getting smarter, and demanding more from their vehicles, we understood that driver technologies were an integral part of their business. Along with Anthem, Mack introduced a number of new fleet technologies. Data produced by the truck and driver could provide insight, allowing business owners to keep their fleets on the road. Making Mack not only a partner on the road, but also in the office.

Mack Service homepage showing the three areas of business provided
Mack Service homepage showing the three areas of business providedMack Service homepage showing the three areas of business providedMack Service homepage showing the three areas of business provided
Mack Support landing page designConnected Business landing page designConnected Driving landing page design

Spread the word

Immediately after the launch, Anthem was on the road. Utilizing print, digital, and experiential mediums to reach customers. As the official hauler of Nascar, the brand’s presence was only natural within the sport. Not only were they around the track, they were also hauling race cars across the United States to the next event.

Mack Official Hauler Nascar BannerWe make the machines, that make men legendary. Nascar BannerWe make the machines, that make men legendary. Nascar Banner

Life on the road

Building off of the success of the launch, we developed Mack Roadlife, a Youtube mini series highlighting real stories from real customers. Taking a look at how Mack had impacted their lives.

External URL icon
mechanic building mack truck enginemack truck driver speaking on radio
Next project

CSA Group