A benchmarking transformation for the vocational truck industry
Western Star, a leader in class 8 commercial vehicles, partnered with broadhead to launch its all new 49X model — a huge leap forward in terms of safety, durability, technology, and advanced features for the vocational truck market.
We worked as an extension of the client team to develop a platform that invited both current owners, as well as people who have never owned Western Star, to “Break New Ground” just as the truck itself was doing in the industry.
With the COVID-19 pandemic hitting midway through the multi-faceted marketing program development, the launch was pushed back, making it necessary to extend the campaign and ultimately, implement a virtual launch event.
The unique landing page, social media, and print and digital advertising went live with the reveal, the cornerstone of which was a cinematic video that worked with the other creative elements to elevate the overall brand experience — resulting in numerous truck orders placed right after the launch by customers who had yet to see the truck in real life.