MACK TRUCKS
Unstoppable Comfort
B2B / ABM Product Campaign / Product Strategy / Content Strategy
How do you convince the toughest customers in America that comfort is worth the investment?
The Challenge:
Mack Granite is the best-selling construction truck in North America.
But in 2021, sales were slipping because the product had a bad reputation for being uncomfortable.
With an onslaught of interior upgrades, Mack asked us to tackle that notion head on.
Insight:
With the right support, anyone can be unstoppable.
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 Wrap-Around Dash Design
After identifying and defining target customer segments, we customized creative across paid media, print, and social.
Asphalt
Concrete
Hauling
Print, banners and email deliverables contrasted comfort features against an unforgiving back drop of each industry.
Our industry-specific landing pages featured a number of interactive tabs and videos to deepen understanding, extend time on page and convince leads that comfort was worth the investment.
Results
Over the course of the targeted product campaign, Mack Trucks saw a 37% jump in new inquiries via campaign materials and 5% boost in product sales compared to the previous year.