Coronado Product Launch
In 2009 we teamed up with Freightliner Trucks to introduce their two newest lines of class-8 trucks—the Coronado and Coronado SD—to the vocational and on-highway trucking markets. This launch was the first new product line to come from the class-8 truck manufacturer in almost three years.
TAGS: Freightliner Coronado product launch
The Challenge
EPA 2010 required Daimler North America Truck’s meet new emission compliance requirements. To support the launch of two similar, but unique trucks, Pop Art was asked to develop assets for two distinct audiences across two different sites.
Strategy
Design two distinct styles and copy voices. Convey the Severe Duty brand as a hard-working, vocational grade with a gritty look and feel. Position the Coronado on-highway product to resonate with the chrome-enthusiastic owner-operator market.
Results
An online campaign that successfully leveraged social media channels to connect with distinct audiences (one of the first in the trucking industry). Micro-targeted messaging yielded substantial traffic across both product sites.