DAF launches new creative campaign
PACCAR Australia, parent company of DAF Trucks Australia, announced it will launch a new creative platform and brand campaign to be rolled out from March. DAF’s integrated campaign message ‘Do the Math, Buy a DAF’ speaks to the value DAF offers buyers and focuses on the brand’s core belief, that DAF is ‘A Smart Investment.’
“The new brand identity reflects the numerous reasons the DAF product makes sense for owners and operators. We know when our customers do the calculations that DAF comes out on top,” Rob Griffin, General Manager DAF Trucks Australia said.
“DAF’s new campaign captures the elements our current customers talk about when they describe why they buy DAFs.”
The campaign will be rolled out across outdoor, print, online advertising and social properties across Australia from March, building awareness of the inherent benefits the brand brings to market.
By taking a fresh and coordinated approach DAF has created a clear connection between all of its assets while clearly communicating its brand position.
“DAF is a leading prime mover brand in Europe and the UK and we know the DAF product in Australia has so much to offer Australian truck drivers and buyers, and that’s why we are doing all we can to get this brand on people’s shopping list,” said Rob Griffin, DAF General Sales Manager,
“The goal is to invite more people to consider a DAF. We know from customer feedback that people’s perception of the DAF product changes dramatically when they experience the range firsthand. ‘Drive it, you’ll love it’ is a frequent response from new DAF owners. Coupled with the support of the extensive extended PACCAR network, the strongest in Australia, and DAF’s reputation for safety, comfort and efficiency, we are convinced those who previously hadn’t considered a DAF will start to. But to begin, the market needs to know the brand exists and what it stands for here.
“The new brand platform is not just a colour change. What we are also doing by this process is strengthening our relationship with our stakeholders and creating new energy around the brand. We know DAF is a great brand and great product. Those who drive DAFs speak with passion and enthusiasm about their trucks and those who know it love the brand, but it needs to be more widely understood how much value for their investment DAF offers customers.
“This brand refresh better represents our vision for DAF for the future.”
DAF’s new visual branding is built around a bold, modern look. The striking new creative brings together a vivid, yellow background and bold, black typography to clearly communicate the primary message; ‘Do the Math, Buy a DAF’.
“We want people to be confronted by the colour and message, stop and think about DAF, and then seek more information and ultimately a test drive.” Rob said.
This marks one of the most significant investments in communications in DAF’s 20 year history under PACCAR in Australia. The brand platform was created after extensive development and consultation with customers.
PACCAR Australia has been selling DAF in Australia since 1998 and in that time has delivered more than 4,000 trucks.
March 23, 2017
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