For Truckers.
// Motel 6
Motel 6 revives the long lost art of the trucker horn salute
A major subset of Motel 6’s guests are truckers. They keep our shelves stocked, hospitals equipped and homes running — even during a global pandemic. Yet, these open road warriors are often misunderstood and not getting the credit they deserve.
A once popular salute to truckers has vanished. People used to pump their fists and get truckers to blow their horns … but they’ve stopped. And truckers miss it because that interaction was sometimes the best part of a trucker’s lonely day on the road.
To show our appreciation for America’s truck drivers, Motel 6 launched a campaign to bring back the Trucker Horn Salute resulting in over 2 million organic impressions and 4x the engagement rate on social.
Motel 6 “Bring Back the Trucker Horn Salute” Case Study
Motel 6 “Bring Back the Trucker Horn Salute” Full Video
Reteaching the Salute
Along with our video, we recorded radio spots, one celebrating truckers for what they do exclusively for Red Eye Radio (trucker radio), and another for the general public with instructions for how to show their appreciation for all the hard work these pavement pioneers do to keep things moving.
Finally, paid and organic posts retaught the salute through step-by-step guides and further inspired gestures of thanks with stories of real truck drivers.
