Introducing new products with integrated campaigns.

For almost two decades, ab+c and Mitsubishi Fuso Truck of America, Inc. have been on this road trip together, introducing new models to the market in innovative and effective ways.

To introduce the newly redesigned 2012 Canter FE/FG, we kicked off with a teaser campaign, followed by a huge launch at the NTEA Work Truck Show. There we provided creative materials, public relations and support for three events — one for Mitsubishi Fuso dealers, one for the press and one for prospective customers. We offered test-drives, created truck skins and produced graphics to explain 3D cutaways of the truck’s mechanics. Teaming up with the client, the event planner and the logistics company, we hit on a simple but effective strategy: to be everywhere our target audiences were. We created a “welcome video” used in the buses that transported dealers from the airport to the hotel, signage that directed dealers and the press to hospitality suites, booth banners that promoted the new truck’s features directly to customers, and graphics for video kiosks. We even redesigned a website that went live the morning of the launch — the site gets 9,000 to 10,000 unique visitors every month.

To make dealers’ jobs even easier we developed an innovative sales tool app that was uploaded to dealer iPads. The app has been so effective, our client’s parent company has licensed the software for use globally.