Quester is manufactured by UD Trucks. The launch was an important part of the company’s strategy to boost sales in emerging markets.
The goal of the campaign was to launch Quester and reposition the UD Trucks brand on the global market. The campaign featured long-distance running to illustrate the truck's efficiency and endurance. And the runner analogy with the slogan "Made to go the extra mile " was an important part of images, films and copy.
The campaign included events, print, outdoor advertising, POS materials, film, web, digital solutions and PR.
Visit the campaign site: udtrucks.com/quester