Marketing and selling the MXT created numerous challenges for International Truck including everything from figuring out how to sell a luxury oversized consumer vehicle through a commercial Dealerships network. The strategy was to embrace these challenges as opportunities, positioning the MXT brand as a new, very exclusive (only 300-500 would be produced) alternative to the ubiquitous Hummer available in yuppie (H2) and soccer mom (H3) versions. Thus the "Rebel Against Sameness" campaign was born.
"REBEL AGAINST SAMENESS" MICROSITE: Created on a relatively modest budget, the MXT microsite was designed to accomplish a number of objectives such as: communicate the brand story, connect with both the urban and outdoor potential customer and generate leads through the Truck Locator and MXT Concierge programs.
"REBEL AGAINST SAMENESS" PRINT/POSTERS: You don't rebel politely—you do it with attitude. And lots of it—especially to a target who were more truck folks than your average luxury vehicle customer. This attitude was reflected in the dealership posters, general print ads along those running in specific men's magazines.
"REBEL AGAINST SAMENESS" EXPERIENTIAL/PROMOTIONS: Working within a modest budget, additional ways to reach the potential MXT consumer were developed. These included creating a MXT pop-up showroom and test-drive at a high-end Miami hotel. A very limited number of invites were delivered via mail and also hand delivered at high-end Miami clubs where the MXT was parked for he evening.
"REBEL AGAINST SAMENESS" EARNED/OWNED MEDIA: YouTube videos were created to raise awareness for the MXT—done at time (2007/2008) before the use of YouTube and social media had become ubiquitous. For an extremely modest budget we were able to hire two different YouTube directors who were ranked at the time among the top 10 in followerers for those creating original content.