Henry V Events

Western Star Demonstrates Commitment to Dealers

Western Star, a division of Daimler Trucks North America, manufactures specialty trucks for heavy industry. The company wanted to communicate its long-term commitment and growth prospects to dealers.

The Challenge:
Convince dealers that Western Star is strong despite speculation about the future of the brand. Daimler wanted to improve perceptions and showcase a new logo highlighting Western Star as a thriving brand and an important enabler of industry. Executives wanted dealers to experience the quality and power of the products. Henry V created this experience in just six weeks.

The Solution:
Immerse the audience in a Western Star work environment. The event was filled with heavy construction imagery and ideas. Most striking were enormous trucks in the general session, and an interactive main stage built like a high-rise construction zone. Everything was themed as a work site to remind dealers that the company's trucks are well regarded by customers and to further reinforce that Western Star enables productivity.

The Results:

• Two general sessions, four breakouts and three video screens
• HD image magnification and broadcasts in two languages
• Props included three diesel engines and nine trucks (incl. a 40-ton dump truck)
• An 80-ton tow crane, hoisted a 40-foot video screen, suspending it implausibly over the stage
• By filming actors on a green screen, Henry V superimposed "construction workers" into a realistic construction scene