Redefining efficiency with SuperTruck
Delivering the future of an industry
Trucking is the lifeblood of commerce, accounting for approximately 70% of all freight movement in the United States. Pulling all those loads requires massive amounts of fuel and energy, and generates a whole lot of carbon emissions. Given that most big rigs are averaging around seven or eight miles to the gallon, maximizing freight efficiency is a top-line goal for fleets and owner-operators alike.
Enter the U.S. Department of Energy’s SuperTruck Challenge. The federal program tasked Freightliner and other manufacturers to utilize advanced technologies and materials to design and build a truck that’s at least 50% freight efficient.
Website design and development
Challenge accepted
Freightliner (and its parent group, Daimler) brought in its top engineers from all over the world to reimagine the truck and trailer. Then, they brought us in to tell the world about it. The first step was to create a website that looked and felt as smart and sophisticated as the SuperTruck’s minimalist exterior, while also packing a metric-ton of innovation.
Website design
Digital campaign
Assets developed
The SuperTruck was literally one of a kind, and not just because of its efficiency. It was designed to be the future of an industry, and we made sure it looked the part. We put it center stage in an integrated campaign that included video, logo design, media relations, promotional merchandise, and more, all of which drove traffic to the Mid-America Truck Show, where the SuperTruck was unveiled to the public for the first time.
Event marketing
Mission accomplished
The SuperTruck showed up to the Truck Show in a big way, taking the spotlight from its competition. And for good reason. After more than two years of long days and late nights and countless cups of coffee, the SuperTruck delivered the goods: 115% freight efficiency and 12.2 MPG. That’s unheard of in the trucking industry, but CMD made sure it was heard loud and clear.
Vehicle wrap
Project scope
Digital
- Campaign creation and tracking
- Digital development
- Landing page development
- Rich media development
- Web services
Creative
- Brand development
- Creative strategy
- Digital marketing and print assets
- Graphic design and production
- Video and motion graphics
Strategy
- Competitive intelligence and positioning
- Insight delivery and visualization
Content
- Content creation
- Message architecture & writing