KRUG Expedition truck by a glacier lagoon

Case study · 2019–2025

KRUG Expedition — marketing expedition trucks for Europe and the USA

Expedition truck marketing for a maker that builds them on MAN, Mercedes and Steyr. I managed the international website build with an agency, came up with the concept for a modification configurator, produced model and rental programme brochures, and organised photo shoots and advertising.

FieldExpedition trucks
MarketB2C · EU, USA
WebsiteInternational, EN
My roleDigital PM and marketing

International websiteAgency managementConfigurator conceptUX prototypesModel brochuresRental programmeCustomer StoriesPhoto shootsAdvertisingTechnical support

A premium product for the world

The task

Present a complex custom product so that the customer wants to own the truck.

What was done

Managed the development of an international website with an agency. A concept for a visual modification configurator. Model brochures and a rental programme. Shoots in Germany, Austria, Morocco and New Zealand. Advertising and technical support.

What the client got

Materials where the photos make you want to hit the road, and the spec tables don’t put you to sleep.

Expedition truck marketing: what stood behind the materials

An expedition truck is bought with the heart and checked against the spec sheet. So every piece had to work on both levels: the emotion of the journey and accurate data about the model.

We built the international English-language website with an agency — I ran the project on the manufacturer’s side and prepared the copy and photos. For the website, I came up with the concept of a graphic configurator where the customer builds their own truck from modifications. All of it was aimed at customers in Europe and the USA.

A separate stream: model brochures and rental programmes, shoots in Germany, Austria, Morocco and New Zealand. Together with my contractor, I also designed and visualised the interiors of the living modules.