Peterbilt has reigned as America's premium quality truck manufacturer since the company's founding in 1939. Their dedication to deliver products and services focused on improving customers' performance, image, profitability and peace of mind truly makes Peterbilt the Class of the industry.
Our relationship with Peterbilt Motors Company began with a preview of the new Model 579. In order to create excitement and promote their newest addition to the family of a long line of trucks, Peterbilt Motors Company designated hawkeye to invigorate their brand through a series of integrated marketing touch strategies centered around their consumers. Creating a marketing approach that aligns with the core values of the company, our creative aimed to further build and support brand loyalty, increase sales and sustain enthusiasm among customers.
Through market, segment and competitive research, hawkeye & Peterbilt worked together through Journeys™ to deepen the understanding and needs of the target audiences: private and for hire fleet buyers, owner/operators and drivers. With the groundwork established, hawkeye determined how best to strategically distinguish the brand from competitors, brand positioning, and relevant messaging
Leading with the new 579, branding came to life in a three-tiered campaign approach: provoke anticipation and excitement prior to the unveiling, build intrigue and start conversations through the reveal of the new truck and sustain interest through product benefits segmented by audience. Tactics include multiple touches across print ads in trucking publications, direct mail pieces, email blasts, a landing page, product launch microsite, videos, social media channels and collateral.
hawkeye set a new standard for Peterbilt through results and industry buzz that is still going strong today.