Founded in the 1900's, Mack Trucks is the iconic American-made truck brand. Known for their durability, reliability and brute strength, the brand's class-8 semi started to see a decline in sales and popularity. After 17 years since it's inception, Mack decided it's time to reboot the truck that established Mack's legendary presence.
Bringing the Mack Anthem to market required the efforts of many teams working together. The multi-year long engagement consisted of concepting campaigns before truck designs were finished, brain-storming activation campaigns, advertising campaigns.
The campaign consisted of pre-launch tease, launch and post launch tactics across physical and digital mediums.
As an Associate Creative Director, I worked closely with CD's, designers and copywriters to in-vision brand positioning, creative and advertising concepts and redesign a website that aligned with strategy.
Associate Creative Director
The Office of Experience
Responsive Web, Digital
To recapture the long-haul semi segment, Mack redesigned it's class 8 semi. Prior to it's launch, we generated buzz for the new product through a year long tease campaign consisting of a dedicated digital experience, media campaign and printed material.
To signal a new day at Mack, we redesigned Mack.com by bringing interactivity to otherwise static pages and rearchitected product pages to tell a more compelling story.
The multi-year long Anthem truck tease and launch campaign was a success, resulting in over 5,000 new leads and increase in social growth of 10% (in 90 days). Social media impressions increased to 10.6 million with over 3,000 Facebook likes, comments and shares.