UD Trucks

Re-launch of Quon in Japan

A campaign with events, films and content for the web, social media and public relations. All in Japanese!


UD Trucks wanted to strengthen its position in the Japanese market for heavy trucks. They did it by upgrading and re-launching Quon – their most popular truck. The long-term goal was to challenge the three leading local competitors Fuso, Hino and Isuzu. Our assignment was to position UD Trucks as a modern value brand and increase brand awareness.

A campaign about the inside

The advertising and PR concept was based on a new brand promise: "Going the Extra Mile". A dilemma with the launch was that Quon looked unchanged on the outside. Design changes were extremely marginal. The changes had instead been made on the inside; a more fuel-efficient engine and drivetrain, a gearbox with new ECO mode, automatic emergency braking and lighter chassis. This was pointed out in a series of films adapted for the web, social media and events.

Films with a difference

As much as we wanted to show a new and improved truck, we also saw the need to bring forward the human, passionate and knowledgeable side of UD Trucks. We met the people behind the brand on a journey through the UD Trucks headquarters. In another film we let two of Japan's most popular comedians introduce the new Quon in an unexpected and entertaining way. Never before have so many hard facts been presented so fast.

Up close and personal

One of the most convincing ways to discover the new Quon is to drive it. In a series of events taking place all over Japan, we took customers for test drives. At the events, visitors were introduced to all new aspects of the vehicle through a mix of advanced technology, informative films and human interaction.


orders as a result of the Quon launch campaign

The result

The image of UD Trucks has been radically altered in Japan. The launch was widely covered in business and trade media. At the national launch events, 96 % of the visitors thought that Quon had left a positive impression. Between 88-94 % (depending on event) thought that UD Trucks had a great understanding of customer needs.

As a direct result of the launch campaign, UD Trucks received orders for 1,800 Quon vehicles, exceeding sales targets by a large margin.