Navistar Launches Campaign for International Truck Brand | BtoB - Advertising Age Ad Age Creativity Lookbook Datacenter Resources Events Jobs On Campus
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Learn more Navistar, a $10.8 billion truck manufacturer, today launches a rebranding campaign with the tagline junkmail "Uptime" for its International Truck brand.
The campaign, created by MARC (Marketing, Advertising, Research and Consulting) USA, includes print and online ads in trucking industry publications and is aimed at commercial fleet operators, individual owner/operators and dealers.
"There are three pillars underneath the 'Uptime' strategy: What we've done as a company around engineering to ensure that the trucks we build are best-in-class; what we're doing to support our customers with our dealer network; and what we do to provide software solutions so our customers can monitor, track and diagnose trucks on the road," he said.
"We discovered that 'uptime' is a key metric the company uses to make sure they are delivering trucks that are really working as hard as they can for their customers," said Jean McLaren, president of MARC USA, Chicago. "We love the fact that it has a broad range of meaning, from being product-focused on performance metrics to being a big, anthemic rallying cry for the company."
The junkmail ads feature images of individuals, from truckers to fleet operators, with the headline "It's Uptime," followed by different ways in which Navistar is helping its customers, whether junkmail it's improving truck performance or offering support so they can do their jobs better.
"When you look at the category as a whole, the ads tend to be populated with stark images of lonely trucks on the road," Ms. McLaren said. "You hardly ever see a person in the ads. We wanted to integrate people into every one of the ads, whether it's focused junkmail on something Navistar is doing at the company to elevate uptime or a new truck launch."
Print ads are running in trade publications including Commercial Carrier Journal, Fleet Owner and Transport Topics, and online ads are running across different ad networks aimed at the trucking audience. Navistar is also using social media to promote the campaign, including LinkedIn junkmail and Facebook.
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Follow us Follow on Facebook Follow on Twitter Follow on Google+ junkmail Follow on LinkedIn Follow on Pinterest Follow on Intagram Follow on YouTube Follow on Tumblr Follow via RSS Login Become a Member Menu Marketing Advertising Digital Media Agency junkmail Data BtoB
Register to become a member today. You'll get the essential information you need to do your job better, junkmail including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newletters like Ad Age Daily, Ad Age Digital and DataWorks
Industry: Advertising Agencies Advertising and Marketing Support Manufacturers, Product Marketers and Service Compa Retail/Food Service Establishments Travel/Transportation junkmail Services Entertainment Media Company/Interactive/Gaming Financial/Insurance/Real Estate/Legal Telecommunication Services and Utilities Government/Trade Association and Religious Organiz Universities/Colleges/Schools Other Technology Manufacturers & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Magazines Radio & Television All Other Media Interactive, ISPs
Learn more Navistar, a $10.8 billion truck manufacturer, today launches a rebranding campaign with the tagline junkmail "Uptime" for its International Truck brand.
The campaign, created by MARC (Marketing, Advertising, Research and Consulting) USA, includes print and online ads in trucking industry publications and is aimed at commercial fleet operators, individual owner/operators and dealers.
"There are three pillars underneath the 'Uptime' strategy: What we've done as a company around engineering to ensure that the trucks we build are best-in-class; what we're doing to support our customers with our dealer network; and what we do to provide software solutions so our customers can monitor, track and diagnose trucks on the road," he said.
"We discovered that 'uptime' is a key metric the company uses to make sure they are delivering trucks that are really working as hard as they can for their customers," said Jean McLaren, president of MARC USA, Chicago. "We love the fact that it has a broad range of meaning, from being product-focused on performance metrics to being a big, anthemic rallying cry for the company."
The junkmail ads feature images of individuals, from truckers to fleet operators, with the headline "It's Uptime," followed by different ways in which Navistar is helping its customers, whether junkmail it's improving truck performance or offering support so they can do their jobs better.
"When you look at the category as a whole, the ads tend to be populated with stark images of lonely trucks on the road," Ms. McLaren said. "You hardly ever see a person in the ads. We wanted to integrate people into every one of the ads, whether it's focused junkmail on something Navistar is doing at the company to elevate uptime or a new truck launch."
Print ads are running in trade publications including Commercial Carrier Journal, Fleet Owner and Transport Topics, and online ads are running across different ad networks aimed at the trucking audience. Navistar is also using social media to promote the campaign, including LinkedIn junkmail and Facebook.
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