Mack Trucks Competitive Comparison Event

Kinetic worked with Mack Trucks to strategically plan, brand, manage, and produce the “Grille-Off Competitive Comparison Day” event. This one-day event allowed Mack Trucks employees across a range of job roles to explore the Mack Granite, Mack Anthem, and six competitive trucks for hands-on learning and observations about Mack trucks versus its competitors. When brainstorming the event title and theme, we ultimately landed on “Grille-Off” as a play on “playoff” or “grill-off” to indicate a challenge between grilles—or in this case, more specifically, trucks. Further elaborating on that theme, we aligned the grilles of the two Mack truck models at the focus of the comparisons and stuck to the standard Mack black and white branding to emphasize contrast and comparison. This theme was incorporated into the design of event team t-shirts, informational graphics that accompanied each truck model in the show room on the day of the event, the website, Facebook page, registration, and more. Furthermore, ahead of the event, Kinetic developed a strategic curriculum designed to elicit the expert observations of event participants. This curriculum was laid out in the form of participant booklets, and event attendees were asked to detail their findings from the events in the booklets. The details and observations captured in the participant booklets, in conjunction with the technical specs and measurements recorded by the Kinetic team during a three-day photo shoot, were included in the analysis and development of the interactive On-Highway Competitive Comparison Guide and Vocational Competitive Comparison Guide. Each guide featured 100+ competitive comparison points to aid Mack sales professionals in the sale of Mack trucks.