CATERPILLAR
Gets Dealers Moving

Challenge

The Caterpillar® brand is synonymous with large earthmoving equipment, so when they expanded the product line into compact equipment it was a tough sell for Cat dealers. They now had to sell to small contractors—a fragmented audience with very little awareness of Caterpillar’s compact equipment line.

CAT Caterpillar equipment new compact size campaign Mailer Mockup

Solution

Leverage the cache of the Caterpillar brand and appeal to the aspiration of owning big Cat equipment, calling attention to its legacy of tough, long-lasting equipment in a new compact size.  

  • TV
  • Print
  • Digital
  • Direct Mail
  • Out-Of-Home
  • Point-Of-Sale
  • Dealer Communications

Results

The campaign drove 100 percent dealer participation in the launch program and helped Caterpillar exceed sales goals.

100%
Dealer Participation

Work