Caterpillar engaged our team to help uncover how the Cat® CT660 Vocational Truck has been performing on the job, and together we headed straight to the source—the customer. As part of the collaborative comprehensive marketing strategy for the Caterpillar On-Highway Truck Group, Simantel visited several customer work sites across the country to let real customers talk about their experience with the CT660 truck.

Using a documentary-style approach, we filmed truck owners and operators, as well as their respective Cat dealers. Since the CT660 is still relatively new to the vocational truck industry, Caterpillar and Simantel agreed the videos would be a great way for potential buyers to hear firsthand from the hardworking individuals that use the truck everyday, as well as get a behind-the-scenes look at the CT660 in action. Viewers will see the truck working in different regions and in a variety of heavy-duty applications: hauling coal, transporting fuel and carrying scrap and recyclables. In each instance, the truck delivered all the power, performance and durability you’d expect from Cat. Pair that with candid interviews from customers talking about their experiences operating the truck along with its array of features and benefits, and the result is compelling.

Go to to see the videos yourself. Or if you’re a tweeter or a fan, you can also find them on the Cat Truck social channels. Additional campaign materials developed include web banners, print ads, posters, direct mail pieces and email blasts—as ways to further promote the CT660 and drive sales.

UPDATE: In July, the testimonial video shown below received a Videographer Award. The awards competition recognizes outstanding achievement in video production and digital skills. This year’s competition drew more than 5,600 entries and is one of the industry’s most coveted awards.


See all the testimonial videos here.