Henry V Events

Cascadia launch features an interactive learning trailer

Freightliner sought to introduce its sales channel and the public to the company’s new Class 8 truck, Cascadia. Henry V supplied them with a series of high-octane events.

The Challenge:
Bringing drivers, dealers, and the general public up to speed with Freightliner’s latest truck innovation: Cascadia.

The Solution:
After interviewing key stakeholders about their objectives and definition of success, Henry V customized a marketing plan that delivered on their main objectives: pre-orders and grassroots demand generation. To let guests touch, look, and listen to Freightliner’s innovation-heavy Cascadia, we built experiential kiosks directly into a Freightliner trailer.

After creating this mobile marketing vehicle, our team sent it cross-country to connect with the public, dealers, fleet buyers, and drivers. Freightliner’s Driven by the Numbers Tour and its Full Speed Ahead Regional Meetings both featured the Cascadia Learning Trailer during:

• 18 months of on-the-road interaction
• “Open Trailer” celebrations at 300 key dealerships
• Stops at U.S. truck stops/driver immersion
• Invitation-only racetrack test drives
• Social events with autograph-signing NASCAR stars

The Results:
Powerful paths forged to dealers, drivers, and Freightliner’s sales force. Henry V won the 2008 MAX Award for Best Integrated Marketing Campaign, Business to Business.