Mack Trucks

Revitalizing an American legend.

The Problem

In 2015, Mack Trucks was looking for a strategy-driven and design-centric agency of record to help evolve their brand relevance and drive marketing and communications across diverse customer segments.

The Solution

OX offered a 360-degree approach to brand marketing that leveraged B2C-inspired strategies and tactics in the B2B OEM trucking space. OX’s multidisciplinary approach delivered the right mix of strategy, design, content, technology and media planning and management to elevate the Mack Trucks brand and increase market performance.


Product & Service Planning
Quantitative & Qualitative Research
Journey Mapping
Mobile & Web Application Design
Branded Content
Brand Experiences
Marketing Strategy & Planning
Product Launches
Digital Advertising
Carbon-Based Advertising
Loyalty & CRM
Custom Applications


New Product Launch

On September 13, 2017, Mack Trucks launched their first new long-haul truck in more than 20 years—the Mack Anthem™. OX spent the 18 months prior planning and executing Anthem’s go-to-market strategy, value proposition, product positioning, product storytelling, brand activation and sales support.

Pre-Launch Digital Tease Experience

Counting down to the biggest new product release in Mack history, OX created a lead generation campaign that invited customers to a digital launch event and offered early access to product information and exclusive behind-the-scenes content.

Social Activation

From pre-launch to Anthem’s rollout, OX supported Mack with a social sharing strategy and content that engaged audiences and created unprecedented levels of buzz in the industry.

Print Experience

Following a dramatic teaser campaign, the core of the Anthem launch story encouraged audiences to reconsider Mack in the long haul segment by focusing on two elements of the new truck: business efficiency and driver acceptance.


Digital Experience

The new Mack Anthem digital experience included a mobile-first and responsive website designed to clearly communicate the benefits, features and specifications of the game-changing product through a variety of content types.

Brand Partnerships & Activation

OX helped Mack concept and execute the right brand activation strategy for Anthem’s launch through a partnership with NFL Defensive Player of the Year Khalil Mack, built on authenticity and shared American values.

Global Web Redesign

Beyond new product launches, Mack Trucks needed an agency of record that had digital chops and user experience at the core of its DNA. OX concepted and architected several enterprise IT and marketing initiatives that implemented industry-leading UX design, drove brand engagement and generated more qualified leads than ever before.

Online Truck Builder Tool

OX designed and built an interactive online truck customization system that helps customers spec the right Mack truck for the job. Starting from top-selling configurations and allowing users to customize, the Build tool captures hot leads, connects prospective customers to local dealers and dramatically increases sales velocity.

VR Program

With a 10% lead conversion rate, Mack’s VR campaign was the most successful lead generation campaign in company history. The campaign included custom landing pages, cross-channel promotion, VR content creation and a free VR viewer headset for interested and qualified customers.


In a short amount of time, OX has helped Mack Trucks move the needle across a variety of marketing initiatives and programs.

  • #1

    Largest share of voice in the industry (US Trucking Industry)
  • #1

    Most successful lead gen program in company history
  • 5k+

    Net new marketing leads in Anthem launch
  • 10%

    Organic growth in social followers in 90 days
  • 10%

    Conversion rate in lead gen form completes

Contact Us

What problem are you trying to solve?

New Business Inquiries:
Matt Quinn
Director of Business Development
+1 312-815-9611

General Information:
+1 312-815-9610

125 S. Wacker Dr. STE 3000
Chicago, Illinois 60606