A communication platform for Navistars' Fleetrite brand. Fleetrite is a second-tier parts brand offering quality parts for a cost-conscious customer. Asked to reintroduce this brand during a economic downturn, we took cues from historical packaging, and developed very direct messages calling on customers to seek a distributor in their area. Advertisments ran in trade publications and digital ads brought users to a dealer locator landing page.
Agency: Fathom Communications