Western Star

Breaking New Ground


The launch of Western Star’s all-new 49X model was a huge leap forward in terms of safety, technology and advanced features for the vocational truck market. Our main challenge in helping Western Star in this benchmark transformation was how to create appeal with new customers, while reassuring loyal, long-time customers that the toughness and styling they love wasn’t going away.

Additionally, with a pandemic midway through the multi-faceted marketing program development, the launch was pushed back, making it necessary to extend the early tease part of the campaign, combined with developing new ideas and elements to help implement a virtual launch event.

capabilities tested

Brand Strategy
Content Strategy & Development
Digital Development
Media Planning & Buying
Social Media


The advances in technology and durability of the 49X represented a shift in the vocational truck industry. It was, arguably, the safest, toughest and most advanced vocational truck ever built. We worked as an extension of the client team, using our consultative expertise and strategic experience to develop a platform that invited both current owners, as well as people who have never owned Western Star to “Break New Ground” with this truck, just as the truck itself was doing in the industry. Our creative visionaries designed a campaign that started with a brand tease, hinting something new and incredible was coming, followed by a product tease that built excitement to get people talking about the new truck before they’d even seen it.


The unique landing page, social media, and print and digital advertising went live with the reveal, the star of which was a cinematic video that worked with the other creative elements to elevate the overall brand experience – an experience that resulted in numerous truck orders placed right after the launch by customers who had yet to see the truck in real life.

page views on launch day – a site record
increase in site sessions over previous year
minute average visitation time
bounce rate