The construction equipment market is more competitive and crowded than ever. Maintaining the position of global leader can be a hard slog.
To address the emergence of strong price pressure, we developed a twofold campaign. It focused on increased productivity through Cat technology leadership combined with unmatched product support provided by the Cat dealer network.
Developed in partnership with ANZ Cat dealers, ‘More For You’ demonstrates how the integration of the world’s best machines, technology and support solutions come together to deliver an unbeatable package.
We deployed three national awareness and new product introduction campaigns, supported by a suite of dealer-branded communications (print, digital, POS, video and social content), along with a Campaign Playbook to guide dealer participation.
With the digital component of the campaign performing well above industry benchmarks, ‘More for You’ will continue to deliver even more in 2017.