Navistar’s International Truck was launching the LT Series. The product design was centered around human insights, making it the first truck ever designed from the driver’s perspective. Navistar needed to launch this product in a way that connected with driver’s and showcased the innovative product in a relatable way.
Secret Fort put the driver—the inspiration for the LT cab—front and center in the creative. In the “Driverfirst” campaign, we rode shotgun with drivers from across the country and listened to stories about the challenges they face. Using these real-life accounts, we helped Navistar launch the product inspired by and made for the most often overlooked part of a truck: The driver.
Of all the parts that make up a truck, the single most important piece goes overlooked: the driver. Maximizing truck performance and optimizing fleet operations seems to be the focus of the industry these days, but what good is all of that without our drivers? We made the drivers the central focus of this campaign to most effectively reach our audience.
As part of the program, we created a driver-centric podcast that truckers could enjoy in those many hours on the road. Podcasts feature unique topics, from the Top Ten Truck Stops to Healthy Living on the Road. Sponsoring the podcast allowed International Truck to run commercials within the broadcast, reaching a potential new audience.