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.
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
- 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
