The Born Ready campaign was built around "The Horn" video, which shared the journey of a young man growing up with Mack and the connection that continued through every stage of life. This young man shared a nostalgic recollection of his first encounter with Mack by way of Mack truck driver obliging his request to honk the horn as a child. The campaign encouraged viewers to share their own Mack Truck memory through various social media channels. The main objective was to reach the general public with a connection to the brand regardless of being in the trucking industry or not. The campaign was to promote brand engagement which with over 3,000 comments/stories told on Facebook along we feel was a great success for Mack.
The horn was a video concepted by Neil Tolbert and produced in house at Mack Trucks by Neil Tolbert and Mark Urmos. The video logistics and talent was sourced through our agency Vela out of Winston Salem, North Carolina. Our agency OX out of Chicago design the landing page and Mack Tumblr page.
The video was edited in house by Mark Urmos. Additionally the music was written and performed by Mark Urmos along with the voice over being done by Mark Urmos as well.
The Horn became a viral video garnering over 1.3 million views on Facebook and 160,249 views and counting on YouTube. Over 3 million people reached via social posts around the campaign; 34,000 plus engaged by liking, sharing (over 8,000 shares) or commenting (over 3,000 stores/comments), and over 50 people submitted their own Mack memory directly to the Mack Trucks Tumblr page.