Western Star X-Series Launch
The X-Series marked a turning point for Western Star. No longer content with being just a rugged, no-frills brand, it was taking a huge leap forward in terms of safety, durability and technology for heavy-duty work trucks. I worked with and helped lead the team on this three-truck product launch, starting with an overall brand refresh. We developed the platform Break New Ground to anchor the multi-year transformation, a line that invited both current owners and people who have never owned Western Star to move forward, just as the company itself was doing. We modernized the brand logo, colors and fonts, and developed new brand guidelines to go with it. While the first truck was in development, we gave notice of this new Western Star with a print and digital campaign, and a landing page with video.
The model launch work began with the 49X, the new flagship product. But with no trucks built, we leaned heavily into CGI and mystery for the digital, print, social and video creative, keying on the vehicle’s unique design elements to build interest.
COVID-19 hit in the middle of product and creative development, pushing the launch back. During that time, we encouraged the client to get the truck included in the updates for the video games American Trucking Simulator and SnowRunner, which they did to great success. We also had to get creative in new ways, finding approaches to extend the campaign, build assets, shoot new video during mask restrictions and wildfires, and help the client produce a virtual launch event. At the bottom of a rock quarry.
Reveal creative went live with the launch, including a landing page, collateral, social media, print and digital advertising.
We also recommended, then created a digital Troll Guide to help the sales teams and the social media team answer all the questions that were sure to come from an open and always courteous online community.
And there were multiple videos, including a nine-minute launch video that I don’t have here because it’s nine minutes. But you can see an extended launch version here, if you’d like.
The campaign resulted in numerous truck orders placed right after the launch by customers who had yet to see the truck in real life. The launches of the 47X and 57X trucks followed within a year with similar approaches, and ended with the creation of what is a now a new, forward-looking company.