The company was recognised at the awards in Edinburgh for the Brand Development and International Marketing awards in the Strategic category and the Brand Experience award in the Communication category.
As a member of the Volvo Group, Rokbak won the Star Marketing Team of the Year, with Jacqueline Reid, global director: marketing communications & product management, taking home the accolade for Inspirational Marketing Leader of the Year. In addition, the company was also shortlisted for the Simon Scott Award for Creativity and Craft.
Rokbak says the cross-industry acclaim neatly bookended its successful appearance at Hillhead 2022, which concluded the same day, where customers and other end users – many of whom were catching their first real glimpse of the rebranded haulers in the iron – were extremely enthusiastic about its new direction.
“The feedback on our new name and colourways was incredible,” says Rokbak MD Paul Douglas. “We’ve already become used to our dealers expressing their support for the changes we made, but I was taken aback at how overwhelmingly positive the Hillhead public’s reaction was, and how eager they were to get their hands on our new merchandise – and haulers!"
The rebrand, which was announced on September 1, 2021, marked yet a major turning point in the company’s history, which began when Euclid created the first recognisable rear dump truck, the Model 1Z, in 1934. Euclid Great Britain was then set up in Motherwell, Scotland, in 1950 before rebranding as Terex several thousand trucks later in 1968. Then, after nine generations of its TA articulated hauler range had been produced, the company was acquired by the Volvo Group in 2014 and became a division of Volvo Construction Equipment initially under the Terex Trucks brand name.
“Becoming a member of the Volvo Group allowed us to make major improvements in every part of our business,” says Douglas. “We felt it was right to recognise this evolution with a new brand name and launch an exciting new chapter in our history.
“Our customers were already referring to our haulers as ‘rock trucks’ so after consulting with our dealers and customers, we found the Rokbak name worked really well across all markets."