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Product launch for Thermo King

The launch of a new landmark in trailer refrigeration

Back in 2020, Thermo King took the trailer refrigeration landscape by storm with Advancer. This cooling unit surpassed any market standard in terms of temperature control, pulldown, and fuel efficiency.

Only two years later, the series was already set to expand, take the market by storm a second time.

Not one, not two, but three

Typically, you’d expect to be briefed on one additional model or product upgrade. But BAM! Thermo King was hitting us with 3 completely new units: 

• Advancer Spectrum, adding multi-temperature capabilities to the mix.
• Advancer AxlePower, introducing a revolutionary way of generating energy.
• Advancer-e, the first full-electric Advancer in the trailer refrigeration scene.

Over 10 hours of product intakes deep, our strategists’ heads were close to their boiling point, but in return, the campaign narrative was hot to go.

Ambition Evolves

We clearly signaled the series’ expansion through the umbrella of ‘Ambition Evolves,’ hinting at Advancer’s original baseline: Built from ambition.

On a product level, each model received a messaging framework specifying key product benefits, proof points, and tagline. 

The visual identity then brought the whole together:

• Iconic A revival: the landmark sign from the first launch was brought back with a spectrum, coil, and spark effect as a link to each product's main attribute.
• Campaign key visual: the three models and their respective A-shapes took center stage to show the collective series expansion.
• Product branding: a colorized grill marker and custom sonic branding further distinguished the design of every refrigeration unit.

Building triple Advancer buzz

To tease the threefold launch to trailer refrigeration fleets, we set up a campaign flow that led to one pinnacle moment: a 30-minute live virtual launch. 

All registers were pulled:

• Campaign ‘Countdown’ page - capturing all campaign traffic and driving virtual launch registrations.

• Hero teaser video - the most iconic piece striking up impressions.

• LinkedIn and email outreach - covering the campaign from all angles towards new leads and registered audiences.

After the big reveal, attention shifted towards Thermo King’s 500+ dealers and the promo materials that helped them keep the buzz going.

The campaign culminated in an A++ result, reaching 1,500 live viewers in the virtual launch and over 800,000 high-interest engagements from tease to reveal."

Bart Vermeulen, Client Lead at BBC

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