Sydney agency Simple Truths moves up-market with campaign for UD trucks

Commercial vehicle company UD Trucks challenged Sydney agency, Simple Truths to develop a brand campaign to launch its new Euro 5 Condor range of medium duty trucks to fleet buyers.

The campaign, launched at this year’s Brisbane Truck Show, aims to de-mystify UD’s Euro 5 emissions technology.  The creative focuses on the benefits of the new technology, casting the new and improved truck parts in the Condor model as ‘Objet d’Art’.

“Truck advertising at its best has traditionally used a front three quarter photograph of the truck and a headline. Campaigns such as ours not only break the mould, but they get cut-through and resonate in a cluttered market,” said Cris Gillespie, UD marketing manager. “Sales are up 50% since the campaign commenced, so we’re happy!”Adopting a phased approach, Simple Truths integrated the ECOFleet branding device across a number of relevant mediums including the Brisbane Truck Expo, print media, online, even dealership staff sales training.”

Simple Truths managing director, John O’Connor, praised the agency’s creative department for both explaining complex technology and fulfilling the Simple Truths mantra of ‘keep it simple, and stick to product truths’.

Campaign Art Director, Jo Meadows