Making a small truck brand in Australia an impact leader.
DAF is a technically advanced global brand and an outright market leader in some European countries, but had a historically low profile in Australia. Our task was to change that and effectively relaunch the brand in the local market for owners PACCAR who also own the iconic Kenworth brand.
The “equations campaign” reflected the fact that to a new generation of truck buyers, increasingly the purchase of a truck is more a matter of business than brand sentiment. This insight produced the “equations campaign” that allowed us to highlight key features and benefits underscored by the brand line “Do the Math. Buy a DAF”.
To translate interest into sales enquiries so we developed a new URL dothemath.com.au that offered more flexibility to attract prospective buyers than the internationally managed corporate site daf.com.au
The campaign ran in outdoor supersites, key truck magazines, digital banners, point of sale and dealer collateral and was launched at the 2017 Brisbane Truck Show. We also developed a whole new range of model and corporate brochures incorporating the new brand look.
125% September sales up, year-on-year 2016/2017.
35.3% Demand up from July 2016 to end March 2017.
319 Trucks sold in 12 months