Freightliner Trucks Australia has taken a bold approach with its latest branded content series: Truckin’ Around, developed with Akkomplice.
To gain traction with a tough-to-influence audience for a product that costs hundreds of thousands of dollars, the client and agency created a Top Gear-style series, fronted by radio host and stand-up comedian Nick Cody and ex-Olympic Hockeyroo, Collingwood player and current Channel 7 presenter, Georgie Parker.
Alongside a truck expert, the team put the Cascadia through its paces to showcase the Cascadia’s prowess in key areas of importance for truck owners. Whilst getting the serious information, the audience is entertained with on-road shenanigans from a tyre-change challenge to a drag race featuring a lycra-clad Cody. The team even take a moment to make a cuppa by reversing a tea bag into a cup from the back of a freight truck and trailer.
Says Kenny Hill, founder, Akkomplice: “Typically walk around videos are notoriously dull, so we took the opportunity to turn the format on its head and make something genuinely entertaining. It was great to have Georgie and Nick to front the series and their chemistry really keeps the audience engaged.”
For the long-form video content, YouTube was the go-to platform, with Facebook and Instagram ideal for shorter, snackable episodes and teasers to optimise reach and engagement. Display, paid social and QR-trackable industry press ads direct the audience to view the full series via a bespoke site with pointed calls-to-action, encouraging dealer enquiry. This can be seen at www.cascadia.freightliner.com.au
Says Will Keaney, marketing manager, Freightliner Trucks: “We’re delighted with the innovative approach from Akkomplice. They’ve combined context, content and format to drive engagement and enquiry, whilst building brand salience for Freightliner. This gives our dealer network something that starts conversations with prospects.”
Akkomplice worked with former director of Top Gear Australia, Rick Spence, and his production company Rawkus to produce the series, whilst Speed Media collaborated on the media planning and buying for the campaign element.
Client: Will Keaney, Marketing Manager – Freightliner Trucks.
Agency: Akkomplice – Kenny Hill; Lee Spencer; Kane Gray; Aimme Briggs, Ellen Valerio; Nathan Herbertson; Grant Ashman; Peter Becker.
Director: Rick Spence (additional footage: Richard Hamer and Betty Wants In)
Production: Karen Shaw – Rawkus
Media planning & buying: Kaylene Tunney – Speed Media