Daimler

Rolling out the world’s first autonomous truck.

Cars & Trucks

Advertising // Content // Digital // Public Relations // Social Media

Daimler Trucks North America created something pretty special: the world’s first autonomous commercial truck to operate on an open public highway. Not surprisingly, they wanted to roll out the game-changing Freightliner Inspiration Truck in a big way.

When inspiration meets inspiration.

The Hoover Dam represents America’s ability to dream big and do amazing things, even in the midst of adversity. Much like the truck, the dam was built on inspiration. That’s why on event day the Freightliner Inspiration Truck rolled across the dam, presenting itself to the world, with the vertical surface of the dam doubling as an oversized video screen.

Where we came in.

Mower played a big role in helping to create what became the most successful PR and social media event in Daimler’s history, including launches for the venerable Mercedes-Benz consumer brand. This involved developing overall messaging, writing press kit content and producing keynote presentations and breakout sessions for 300 members of the media, as well as GMs from 400 Freightliner dealerships across North America.

Major News
Coverage

Cellphone

Ideas don’t spread, they go the distance.

Mower also created all of the content for the launch microsite, including videos, illustrations and infographics. Media coverage and social media reaction to the launch spread worldwide, helping to tell the story of Daimler Truck’s technology leadership. Now, we call that pretty inspiring.

We turn brands into friends.

The launch of the Inspiration Truck set the brand apart. Done with a style and personality befitting it’s innovative prowess, the launch magnetically drew attention to the Daimler Trucks brand around the world, putting the rest of the category on notice.

Key Brand as Friend® drivers:

Hey! Our name is pronounced Mōw-rrr, like this thing I’m pushing.