What if we reminded customers that the truck we’re selling was actually their idea in the first place?
To differentiate International Truck from its competitors, Fathom relied on the insight that International’s close connection to its customers is critical in helping to optimize a customer’s business. And so we introduced a concept called “The Power of ONE,” which is the strategic and creative foundation for all aspects of the business.
Drive and Deliver
What if instead of creating product placement in a movie, we created a movie about the product?
To reverse owner-operators’ negative perceptions of International Truck as a boring fleet-buyer’s brand, Fathom created a documentary film that celebrated the dedication and sacrifice of independent truckers. The film premiered at a truckers-only “tread carpet” event and was distributed through online, social media and at truck stops all over the country. The program was a key catalyst in reversing negative brand perceptions and increasing International’s share of market by 5%.