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NEWS
DAF launches new ad campaign
New message emphasises the value equation of ownership of a DAFPACCAR Australia, parent company of DAF Trucks Australia, has announced it will launch a new brand campaign pointing to the value that DAF trucks 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,” said Rob Griffin, General Manager DAF Trucks Australia.
"DAF’s new campaign captures the elements our current customers talk about when they describe why they buy DAFs."
By taking a fresh and coordinated approach DAF says it 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 Griffin.
"The new brand platform is not just a colour change. 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 says the new branding is built around a bold, modern look. The 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 4000 trucks.
The campaign will be rolled out across Australia from this month.
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Written byTrucksales Staff
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