Product Launch

What if we used the typical customer reaction to an all- electric vehicle (“Wow!”) as the basis for its marketing campaign?

Fathom’s brand positioning and subsequent communications launch plan for the eStar – the first 100% electric truck – was based on the simple insight that this vehicle is both good for the earth and good for business. The campaign anchored three launch events and will continue to promote the eStar through print, online and TV advertising.