Daimler wanted to capture the world’s imagination with the debut of its driverless truck – an industry first. In spectacular fashion, the truck was unveiled on top of the Hoover Dam. The Dam’s enormous wall was transformed into the biggest movie screen in North American history, while a projection mapped intro set a Guinness World Record for the highest ever projected light output. Our challenges were to make sure the media experienced the full impact of the event and to generate global coverage.
Our target audience was over 150 journalists, influencers and industry commentators from around the world. We brought them together over three days to report on the launch, and experience the truck from themselves by taking a ride in the desert. Our insight was that the convention in truck launches is to focus on performance.
Our solution was focused on personality. We created exciting, engaging stories about the truck and its launch and put together a satellite media tour, a live webcast, a broll package, a social media microsite and a film documenting members of the press experiencing rides in the driverless truck, first-hand.
Media coverage was substantial and overwhelmingly positive. Coverage and clips appeared across the globe. The client was ecstatic as our creative solutions helped deliver the company’s story and start important conversations about the role of autonomous vehicles in the commercial sector. Coverage was generated in outlets as varied as The NY Times, The Wall Street Journal, Good Morning America, the NBC Nightly News and Fox News. The campaign was recognized with an Award of Excellence at the 22nd annual Communicator Awards.