Stendahls’ mission as leading strategic and creative agency was to develop a digital launch strategy and communication logic for New Quester.
The Challenge
Take an already successful Japanese truck brand recognized for its proven robustness and reliability. Position its upgrade as the smart evolution for easier truck operations by creating an international digital product launch concept.
The Solution
Focus on individual transport industry challenges and present New Quester as multi-faceted solution. Deliver creative and exciting content for online distribution, creating a buzz and engagement around both truck and brand.
The road ahead was clear. Stendahls’ mission as leading strategic and creative agency was to develop a digital launch strategy and communication logic for New Quester. Flexible yet targeted. Reaching out to truck owners in markets as diverse as South Africa, Thailand, Latin America, and Middle East, East and North Africa.
With ‘effortless operations’ as concept and with the Challenge-Solution formula in focus, launch films, brochures and various content for web and SoMe was created. These all told the story of New Quester, bringing to life smart and exciting new features such as ESCOT automated manual transmission. Showing how and why driving is made easier and more fuel efficient.
A large film and photo production took place in South Africa during three weeks in September 2018 with Stendahls Film. This atmospheric odyssey was then distilled into several films, used for a pre-launch teaser phase and for the international launch.
The same trip also featured a collaboration with Gothenburg-based photographer Magnus Pajnert, who captured the breathtaking images that form the central visual focus of the New Quester concept.
The involvement of many international markets can sometimes lead to compromised concepts and scattershot campaigns. Instead, ‘New Quester – a smart move for your business’ showcases Stendahls’ clear vision for stage-by-stage development, working positively with the client towards a strong, distinctive and enduring end result. The journey continues.
