Client: Caterpillar
To boost awareness and sales, we reacquainted a legacy service with customers through creative with a personal touch
In one of many collaborations, Cat® Reman tasked us with raising awareness around the division’s 50th birthday celebration. We built a campaign that put the clients’ customers and dealers front-and-center, anchored by a heartfelt awareness video worthy of awards.
  • Content Strategy
  • Creative Activation
  • Motion Media
  • Analytics

Challenge

“Just like new after all this time”
Beginning our research, we realized this could be much more than a simple awareness campaign. Pivoting slightly on the ask, we made some strong recommendations for messaging and a positioning statement we felt would resonate — ‘Just Like New After All This Time’.

Solution

Business, made personal

We honed in on a key element central to remanufacturing equipment: the importance of relationships. This element was brought to life in a moving commercial spot depicting a Cat dealer and customer as friends long before professions. The video and a series of striking assets went beyond Caterpillar’s standard look and feel.

Outcome

A lot to celebrate, part of a legacy

The campaign got plenty of traction, with the web experience garnering 15.8 million impressions and 15,000+ trackable sessions, and media placements running for a year. Additional media assets, toolkits and content libraries were also created to serve the Cat dealer network.

Campaign content helped foster a lasting connection between brand and target audience, and the campaign video ‘50 Years of Friendship’ won multiple awards. But, like customers and their Cat dealers, we can also credit the project’s success to the trust our client had in us, fostered by our long-term working relationship.

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