With a focus on innovation, CAT had invested heavily in new trucking models, enhanced aerodynamics, new fuel-efficient technologies, environmental management, driver comfort and ergonomics. These model and product initiatives needed to be communicated to a wide and varied audience, from government officials though to transport industry executives, truck drivers and owner operators.

Digital display advertising, engaging video content, eDM’s and social media across Facebook, Instagram, LinkedIn and YouTube, were key platforms to target these audiences.

The launch campaign involved an extensive three day shoot that Faith planned, directed and managed. The primary objective of the shoot was to demonstrate the versatility, durability and comfort of the new model, which saw the new truck filmed across a variety of undulating landscapes from Adelaide to Central Australia. The Faith team utilised a range of action orientated camera techniques and equipment to ensure production values were delivered on screen.

Once footage was captured, all post production including the musical score development was done in-house at Faith to create a truly impressive launch video.

To support the launch, key vehicle benefits and developments were presented via “walk through” videos using a qualified presenter who took the viewer on a focused and informative tour of the new model. The Faith team once again, planned, directed and managed through to final edited outcomes.

Once the videos had been completed and disseminated through digital and social media platforms, the engagement metrics were outstanding with industry benchmarks consistently beaten.

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