Navistar, a $10.8 billion truck manufacturer, today launches a rebranding campaign with the tagline "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.
"We want to reenergize the International Truck brand around the idea of 'uptime,' which is the amount of time a truck is on the road," said Mark Johnson, VP-marketing at Navistar.
"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.
Navistar has not had a campaign of this scale in several years, Mr. Johnson said. He declined to disclose the budget.
This is the first work from MARC USA, which Navistar named agency of record in November.
"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 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 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 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 and Facebook.