Campaign Showcase: Bering Trucks, Front Royal, Virginia
Bering Trucks, the first new U.S. truck manufacturer in 70 years, needed to introduce its trucks to dealers on a national scale, but as cost-effectively as possible. The answer? Hire a small communications company with big ideas and big agency experience -- Writing Answers.
Writing Answers created the strategic brand positioning statement and website as well as award-winning print/TV ad campaigns, collateral, public relations materials and dealer communications programs. They not only gave Bering a strong and immediate national presence, but did so in a way that dramatically increased sales. A few examples:
Writing Answers created the strategic brand positioning statement and website as well as award-winning print/TV ad campaigns, collateral, public relations materials and dealer communications programs. They not only gave Bering a strong and immediate national presence, but did so in a way that dramatically increased sales. A few examples:
Introductory Collateral
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Introductory Ad Campaign
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Trade Ad Campaign -- The "Bears Love Trash" ad on the left above was a teaser that ran in trade media just prior to a major waste management trade show. The spread ad on the right ran as a follow-up and to introduce Bering to the waste industry. Click on the image to enlarge.
Positioning Statement -- "Unconventional. Uncompromising."
As stated in Bering's Corporate Identity Standards Manual, also written by Writing Answers, the Bering positioning statement, "Unconventional. Uncompromising," was created to communicate Bering's powerful, unique and uncompromising commitment to quality truck design, driver comfort, value and customer service. In addition, it was strategically meaningful to the target audience in that Bering Trucks featured a brand-new cab design that was unlike the style commonly known in the industry as "conventional cab design." Bering cabs were quite literally "unconventional," which also effectively communicated Bering's unique point of difference.
