Navistar: International Advantage
Country where program ran: USA
Date program started/ended: January 2008
Product Description: International Truck is one of the world's leading producers on commercial trucks, ranging in size from delivery trucks to over-the-road semis.
Advertiser/Client Name: Navistar, Inc
Media Channels: DirectMail
Market research revealed International's dealer network was largely ignoring small-to-medium fleet customers (fleets of 1-50 trucks). With sales to these customers representing nearly 50% of annual sales, International knew they needed to further engage this vital customer segment in order to increase overall market share.