The launch campaign for Mack Trucks’ all-new Mack® MD Series of medium-duty trucks won a 2020 platinum MarCom Award, the highest award level in the product launch category, from the Association of Marketing and Communications Professionals (AMCP). Mack partnered with their agency, The Office of Experience (OX), to create the campaign centered on small business owners who were looking to grow their businesses. Launched in 2004, the MarCom awards now attract more than 6,000 entries annually from countries around the globe.
“We’re proud of the excellent collaboration between our team and OX to develop a comprehensive campaign focused on how the all-new Mack MD Series would help small businesses address their unique business needs and support their growth plans,” said John Walsh, Mack Trucks vice president of marketing. “It’s an honor to take home top accolades and be recognized among a deep field of top companies. Most importantly, the MD Series models are performing well and received strong acceptance by our dealers and customers.”
The campaign rolled out at the 2020 Work Truck Show, where Mack first displayed the MD6 model, which was designed to give the versatility and driver comfort of a Mack truck to customers needing a medium-duty truck. The launch campaign highlighted real customers using Mack MD6 and MD7 trucks in a variety of configurations for their businesses.
Mack’s multimedia campaign included print ads, graphics, digital ads, signage for the Work Truck Show, a video, social media posts and wraps for trucks. A landing page for dealers included product information, sell sheets and recommended specs to help them start conversations with potential customers. The campaign generated 23.6 million impressions, translating into strong interest in the Mack MD Series, which went into full production in September 2020.