The strongest line in the pick-up segment? MAXUS delivers
Creative Strategy
Creative Concept
Content Creation
Social Media
Performance
Development
Digital Strategy
Interaction Concept
User Interface Design
User Experience Design
Anna Benda
Creative Director
Raphael Berthold
Art Director
Vincent Helmus
Account Manager
Tanja Keglić
Performance Manager
Victoria Kozich
Visual Designer
100% electric, 100% all-wheel drive – the eTERRON 9 is rewriting the rules of the pick-up game.And the big campaign idea? Easy: pick-up lines that get under the hood. It’s a bold mix of humor and strategy – turning clever wordplay into a powerful tool for emotionally charging technical features and making them stick.
Launch of the eTERRON 9 as a pioneering model in the pick-up segment – establishing MAXUS in the B2C market
Austria’s first fully electric, all-wheel drive pick-up: With the eTERRON 9, MAXUS has the opportunity to build on its success in the eLCV sector and break new ground in the pick-up segment of the B2C market – opening a new chapter in electric mobility for private customers.
We’re deliberately leaning into cringe pick-up lines – as an attention-grabbing copy mechanic that playfully spotlights the strengths of the eTERRON 9.
In the private customer segment, we’re targeting EV enthusiasts, SUV switchers, and a lifestyle-oriented audience – people who choose a pick-up not out of professional necessity, but as an expression of freedom and identity.The eTERRON 9 is the first of its kind – and the only one with punchlines.
Each pick-up line opens the door to a relevant product promise and leaves a lasting impression. Just like the zero-emission eTERRON 9.
In parallel with the campaign, the Austrian MAXUS website underwent a complete relaunch.
Built on the flexible Webflow CMS, the result is a high-performance, user-centric platform that seamlessly blends brand experience with lead generation.
A launch campaign that hits the ignition: technically charged, creatively wired.
From the core creative idea to the digital campaign and full website relaunch – we’re turning the eTERRON 9 into a pick-up legend.
