Back to Work

Freightliner: Marketing Campaign

Driving results for the hardest-working trucks

Freightliner vocational trucks, and the men and women who operate them, play a vital role in stimulating economies. In fact, our intel revealed a compelling relationship between thriving cities and markets with the strongest vocational truck sales. To help Freightliner make the point, we conceived Hardest Working Cities — an ongoing recognition program that would shine the spotlight on metro areas across North America that drive economic success. In 2015 alone, we brought the campaign to Indianapolis, Dallas, Nashville, Toronto, Los Angeles, and Salt Lake City, hosting dealership events that drew local government officials and key customers and pulling off a series of surprise parties at job sites to thank workers whose efforts too often go unthanked. The gesture has built strong relationships between consumers and the Freightliner brand — a rare achievement for a product with a vocational customer base.

2015 Hardest Working Cities trophy Welder at workCement mixer
Home page of

The Hardest Working Cities microsite is the central content hub for honored cities, including videos, photos and detailed information about the program.

HWC website on a phone

Toronto is announced as one of Canada’s Hardest Working Cities via email blast.

HWC ad

Trade print is a key media buying strategy for announcing honored cities.


Key brand as friend driver: connecting

Hardest Working Cities connects consumers with vocational Freightliner trucks and their dealers on a personal level that's unprecedented in the world of original equipment manufacturers.

About Brand as Friend Learn more about Brand as Friend

Artboard 1




Marketing Campaign


Buildings + Construction


B2B, Branding, Content Marketing, Digital + Direct

Like what you see? Let's connect. Open Contact Form

Back to Work

Back To Top

Thank you for your submission, someone from EMA will contact you shortly. You also now have access to all premium content on

Thank you for your interest in EMA insights and emails. You now have access to all premium content on Close this window, and your document will be available to download.

Thank you for your submission. As a subscriber, you now have access to all premium content on this site. Be sure to visit regularly to download new articles and ebooks.