Australian Unity Campaign - DPR&CO Work

Caterpillar

Caterpillar machinery has a global reputation for market leading durability and reliability. So robust is the underpinning engineering of Cat equipment that, at the end of its normal operating life, machines can be re-built to current specifications and serve another full cycle – a process that provides a very cost-effective alternative to buying a new machine.

Our brief was to build awareness among Cat machine owners of the rebuild options available to them as well as promoting the 2020 global celebration of 35 Years of Cat Certified Rebuilds – a testament to the effectiveness of the rebuild program.

Approach

With such a tightly targeted campaign, our paid media focus included a range of targeted digital and social channels, with traffic driven through to the campaign microsite. Multiple touchpoints including live chat, brochure downloads and real-time lead forms encouraged enquiry. Creatively, two streams of messaging were developed aligned to the specific offers. Cat dealer toolkits were also developed for local promotion and direct communications to existing customers.

Take a look at the campaign landing page here

Results

Campaign performance exceeded all expectation with almost 20,000 page-views, qualified leads and enquiries. Whilst the key KPI was to build awareness, a significant uplift in rebuild sales was achieved during the campaign period across all machine rebuild options. As a result, the campaign contributed to a significant uplift in revenue nationally.