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 Office of Experience
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.
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.
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.
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.
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.
When they aren’t supporting Nascar events, they’re going across the country to participate in industry trade shows. The ongoing trade show support was a vital aspect of their growing success by allowing drivers to get a hands-on look at their fleet of vehicles. At the trade shows, event-goers were able to use the Mack Builder experience to design their own fleet and get connected with their regional sales team to discuss how Mack could support their business.