Freightliner Spotlight
"In trucking, if you don’t lead, you won't last." Freightliner is the market leader in on-highway trucks, but as the leader, the look and feel of their advertising has been repeatedly copied by competitors. So the trucking industry giant decided to re-think the way they took their trucks to market, and instead of telling the market how their vehicles were better, they turned to real customers to tell the story.
TAGS: Microsites, websites
The Challenge
Freightliner needed a place to tell the whole story of the people behind the wheel of their on-highway vehicles. The print ads could introduce the drivers, but readers couldn’t hear them speak.
Strategy
Pop Art produced a new section within the larger freightlinertrucks.com site whose focus was on Freightliner's customers. The new pages feature video, photos and quotes from drivers in their own words.
Results
The result is an engaging site that's proving the value of Freightliner Trucks by letting customers be the voice of the brand. More stories will be added in coming months, making an already strong campaign even stronger.