DAF
XF Campaign
Campaign website for the launch of a new DAF XF. DAF required a new campaing website to promote and launch the new truck. We created a concept that showed both business (often truck owners) and drivers the value of the truck. The campaign highlighted both parties what was important to them – and offered them a test drive.
My Role
The concept was created by a colleague and myself, after which I took the lead to get the project and design done. I worked closely with the client and made sure nothing leaked. You can imagine photos of the new truck were not public yet. The project was selected for the DIA awards – for which I also prepared all material.
My work included:
- Creative brainstorm / concept
- Design of campaign website
- Adding functionalities with release of new material
- DIA Presentation and case building
- Present at Award show (we drove there in the XF truck!)
Why it was so special
This project was incredible because it was my first Non Disclosure Agreement project. Information supplied was on a need-to-know basis and we had to be flexible to adjust when new information or photos came in.
The project was also special because we actually managed to sell trucks (almost 100) before the first truck was produced. Obviously companies have to update their fleet from time to time, but selling so many trucks before production was awesome.
DAF really embraced the whole concept and gave us a lot of space to try new things. Without that support the end result would never have been possible. They also showcased the website in their showroom and promoted it through their channels and events such as the International AutomobilAusstellung in Germany.
What I’ve learned
I’ve learned a lot about how a new product is launched. Especially when you’re trying to prevent photos or information leaking. It takes quite a lot to get a product of this magnitude to the market.
Another thing I learned is working together. Without the strong partnership between DAF and the agency this would have been a tough project. Trust from a client is not a given, but when you have it – your work become a lot easier.
A project like this one also showed me it only takes a few good team members to get the job done. The team was small (to also prevent leaking anything) and delivered an amazing result.
