Cross-country branding campaign drives results for the hardest-working trucks.

Cars & Trucks

Branding // Content // Digital // Public Relations

Freightliner was a big name in highway trucks. But while it had quietly emerged as a leader, too, in work trucks, it faced stiff competition in that niche. To help Freightliner make the point, we conceived Hardest Working Cities—a recognition program that would shine the spotlight on metro areas across North America that drive economic success.

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A consumer marketing coup for a B2B brand.

From Dallas to Toronto, Nashville to Seattle, we delivered the awards to 20 cities at hosted dealership events that drew local government officials and key customers. And, we pulled off a series of surprise parties at job sites to thank workers whose efforts too often go unthanked. That gesture has built strong relationships between consumers and the Freightliner brand—a rare achievement for a product with a vocational customer base—and has led to strong market-share growth by selling lots of trucks.

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Man Award 60

3.5 Million

earned international media impressions


work truck operators honored

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We turn brands into friends.

Hardest Working Cities connected customers with vocational Freightliner trucks and their dealers on a personal level that was unprecedented in the world of original equipment manufacturers.

Key Brand as Friend® drivers:

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

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