Product Launch / ABM Campaign / Product Positioning / Content Strategy / Online Video / Social
The Challenge:
How do you convince an entire industry that it’s time to change everything?
We knew that launching the world’s first electric garbage truck had to do more than make a big statement.
It needed to inspire an industry-wide revolution.
Insight:
To revolutionize an entire industry, you need the right leader.
So we led the charge.
As the #1 selling truck for years, the Mack LR (diesel) was the perfect product to start the refuse revolution.
With the launch of the LR Electric, we wanted our targets to know this wasn’t just an electric truck built for the rugged work of refuse.
The LRE was a proven refuse truck electrified.
This wasn’t just a new truck launch. It was an invitation for change.
The product launch needed to do more than showcase the features of the new truck.
It needed to show that working with Mack would make the jump to electrification easy.
Cover the targets.
Social and digital placements blanketed targets with primary and retargeting message and hit them where most likely to be - on their phones.
Results
“This has been the most successful refuse campaign we’ve ever done.
It says everything we need to say about our product and our partnerships. We’re very happy with both the work and the results we’re seeing.”
-Mack VP of Product Marketing