ProStar+

What if we allowed customers to test-drive a truck without ever getting in the cab?

Skeptics find it hard to believe that the International ProStar+ with MaxxForce 13-liter engine has the capability of trucks powered by more trusted 15-liter engines. So, to challenge preconceived notions about 13-liter vs. 15-liter performance, Fathom developed an immersive online experience.

Users can virtually test-drive the ProStar+ with MaxxForce 13 under conditions they select, and immediately see for themselves how this integrated truck and engine can benefit their fleet.

Drive and Deliver

What if instead of creating product placement in a movie, we created a movie about the product?

To reverse owner-operators’ negative perceptions of International Truck as a boring fleet-buyer’s brand, Fathom created a documentary film that celebrated the dedication and sacrifice of independent truckers. The film premiered at a truckers-only “tread carpet” event and was distributed through online, social media and at truck stops all over the country. The program was a key catalyst in reversing negative brand perceptions and increasing International’s share of market by 5%.