Mack
Rediscover the American legend.
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.
The Challenge
How do you bring a class-8 semi to market?
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.
My Role
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
1.5 Years
Responsive Web, Digital
Pre-Launch
Generate Buzz
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.
Launch
Our Anthem.
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.
Results
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.