2009 PRO Awards: International Truck Stop

Agency: Legacy Marketing Partners
Client: Navistar, Inc.

Truck maker International Truck was not perceived as major player in the Class 8 Heavy category and decided to build a truck specifically for owner operators/leasing operators in this category that would stand out with unique functions and innovations. Once the “LoneStar” was built, it then needed a campaign to get the word out.

LoneStar was introduced at the 2008 Mid-America Trucking Show but one competitor in particular generally stole the show. International needed a strong campaign that would rise above the clutter and wow the target audience. Their goal was to increase booth attendance through a series of experiential activities and displays designed specifically for the Class 8 Heavy truck driver.

An outdoor lot was selected due to its close proximity to the Truck Beauty Championship, which reached the same target audience. The 5,000 square foot indoor/outdoor space, called the International Truck Stop, included a cooking demo, health screening, photo op with the LoneStar, a configurator that allowed attendees to create their own truck design and more.

A “Live from the Truck Stop” broadcast and talent crew provided entertainment and the crew solicited the target’s opinions, perceptions and viewpoints, while an expert on Class 8 gave demonstrations and answered questions.

As a result of the event, International Truck strengthened their market share with Class 8 Heavy drivers by 2.5%. More than 5,000 attendees came by the booth and were added to the company’s database, a 43% increase over goal, with repeat visits by 20% of attendees. Post event, Truck Stop attendees accounted for $2.4 million in revenue.