Magazine Ad - Series

Over $50 million

Magazine Ad - Series (Over $50 million)
1st place
Caterpillar Compact Equipment
Peoria, Illinois
With
Rhea and Kaiser Communications
Naperville, Illinois

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Statement of Objectives:
The “Cat Heritage” campaign directly communicates the positioning for Caterpillar’s Compact Construction Equipment (CCE): Caterpillar brings its world-renowned equipment expertise to compact equipment. This position is based on conclusive research findings with our target audience.

The primary audience is new to Caterpillar: residential contractors and landscapers. Cat dealers had not typically developed relationships with this elusive audience, unaided awareness is low, and most view Cat CCE as new.

By positioning CCE as the next generation of Cat machines, we are strongly leveraging Caterpillar’s quality reputation for making the best earthmoving equipment in the world. This message has a strong aspirational and emotional appeal with our audience.

Creatively, we are using a big/small approach: a CCE product (skid-steer, multi-terrain loader or mini excavator) is positioned next to a big Cat earthmover. The images literally show Cat has equipment sized to meet the needs of smaller contractors, and that genuine Cat quality is built in to every CCE product. Aggressive headlines (using genealogical references) with attitude resonate with the strong personality of our customer. The simple, template-style format lends itself to dealer customization.

This campaign was launched in February 2004. The ads appear in trade and lifestyle publications. Pre and post awareness studies are being conducted. Soon, the ads will direct prospects/customers to a new CCE web site. Cat dealers have strongly endorsed this campaign and are running dealer versions.

Judges’ Comments:

• Well defined, well executed.
• Good follow through on leveraging reputation of full size equipment to advance compact lines.
• Dynamic graphics. Simple but impactful layout.
• Bold, clean look and feel. Opportunity to call dealers or 888#.
• Ads have great consistency, aids in building brand awareness.

Company Scope and Marketing Objectives:
Caterpillar makes a full line of compact equipment, including skid steer loaders, multi terrain loaders, mini excavators and work tools. This new generation of Cat machines is built with the genuine Cat quality as its big earthmoving machines. Caterpillar’s marketing objectives are to increase awareness that Caterpillar has a new line of compact equipment sized for general construction and landscaping; and communicate the positioning statement: Caterpillar brings its world-renowned equipment expertise to compact equipment.

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Magazine Ad - Series (Over $50 million)
2nd place
Cat Rental Store
Peoria, Illinois
With
Rhea and Kaiser Communications,
Naperville, Illinois

(Click for larger image)

Statement of Objectives:
This campaign leverages Caterpillar’s involvement in NASCAR and promotes fast, dependable service from The Cat Rental Store.

According to our customer research, fast, dependable service and equipment availability are critical attributes contractors demand in a rental store. Racing and pit stops are natural ties to these attributes.

Led by high-impact NASCAR images, the ads feature dual analogies for racing and construction – put in business terms that contractors can relate to. A wide range of equipment is featured in the ads to further promote availability.

The target audience is contractors involved in building trades, commercial/earthmoving and residential construction. MRI data shows that these audiences have a high interest in NASCAR. This approach also breaks through the clutter in trade publications.

These ads have appeared nationally in various publications geared toward building trades and commercial construction. In particular, the ads have been used effectively by Cat dealers in areas of strong NASCAR interest. A vanity phone number is a strong call to action. During the campaign, volume to the 800-RENT-Cat call center has increased by 23 percent. The campaign has helped grow our year-over-year awareness for Cat Rentals Stores by 10 percent.

Judges’ Comments:

• Great job of incorporating race sponsorship with effective print ad coverage.
• Outstanding in all respects.
• Good, clean, well-stated copy.
• Clear, clean look.
• Nice visual impact.

Company Scope and Marketing Objectives:
Cat Rental Stores are independently owned and operated by Cat dealers. At over 370 stores across North America, contractors can rent a full line of construction equipment, including Cat machines and allied equipment. Our marketing objectives are to differentiate Cat Rental Stores as knowing construction equipment – and contractor’s needs – better than anyone. This is depicted in The Cat Rental Store’s knowledgeable staff, fast service, and expertise in all phases of construction equipment know-how and maintenance. Also, we want to show that Cat Rental Stores rent more than just Cat machines – they rent a full line of equipment – so contractors only need to make one stop for all their rental equipment needs.

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Magazine Ad - Series (Over $50 million)
3rd place
Terex Light Construction
Rock Hill, South Carolina
With
Advantage Marketing Communications,
Hackettstown, New Jersey

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Statement of Objectives:
The objective of this ad series was to dispel the myth that Terex products are a cheap alternative to brand name equipment by position their purchase as an investment instead of a cost cutting measure. Total cost of ownership and return on investment are primary selling features in the ad, with the scope of the product line also stipulated.

The target audience for this campaign was rental houses. These ads were strategically placed in rental magazines whose readership is comprised of rental house owners or management who make purchasing decisions. Since there was one ad developed for each of the three types of equipment that Terex Light Construction markets, each product ad was placed in issues that had an editorial focus on the particular type of equipment featured in the ad.

The ads were later modified to fractional sizes with revised copy to target general contractors throughout the industry and placed in eight national magazines.

The graphics in the ad were used to show Terex Light Construction products at work on dynamic jobsites. The depth of the product lines offered by Terex Light Construction was tied into the ad without cluttering it by neatly tucking them beneath the main graphic which allowed us to showcase the full line without taking away from the dramatic main graphic. A consistent layout was utilized in all the ads to create a strong brand identity for Terex Light Construction in the marketing of their concrete, light and generator product lines. Red was used as an accent color to tie them strongly to their parent company branding.

Terex Light Construction recorded several consecutive months of record-breaking sales following the launch of this extremely aggressive campaign. In addition to a significant increase in sales, they have documented a strong increase in direct written requests for information, website traffic and the number sales calls fielded through their 800-telephone number.

Judges’ Comments:

• Solid approach on a well defined effort. Consistent visual format enforces brand recognition.
• Solid program – good visuals, good message.
• Nice clean composition. Well-organized text and type. Great concept to build brand recognition. Nice heads. Like placement of company logo.
• Consistency is maintained throughout series. Ads are clean.

Company Scope and Marketing Objectives:
Terex Light Construction’s scope of business is that the company is primarily responsible for the manufacturing, sales and service support of TEREX-Amida Light Towers, Terex-Power Light Towers, Terex-Bartell Concrete Power Trowels, Terex-Morrison Power Buggies and Terex-Power Generators. Our marketing communications goals: We wanted to promote the overall value of the TEREX product and developed a series of headlines that allowed us to tie what the product did into one common word - investment. Our target was to get contractors and rental houses to associate the name TEREX with the word investment and communicate to them the overall strength of the company behind the product.

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Under $50 million

Magazine Ad - Series (Under $50 million)
1st Place
Miller Electric Mfg. Co.
Appleton, Wisconsin
With
Charleston/Orwig, Inc.
Hartland, Wisconsin

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Statement of Objectives:
Communications Objective: (Including Audience) Elevate professional image of welders while reaffirming that Miller anticipates and responds to welder’s needs with products, service and support. Target audience is professional welders.

Communication Strategy: (Including Media or Distribution Plan) Develop a message platform that speaks directly to the welder and acknowledges that their choice of profession, and hence lifestyle, is rooted deeply in their DNA. Seamlessly transition to the inherent need for the right welding products and support to empower the target audience to work at their professional best. Position Miller as the only provider of that support. The campaign was recently launched among the top welding and fabrication trade publications in the U.S. and Canada.

Results: While benchmark brand awareness and understanding levels among the target audience were collected prior to the campaign’s launch in October 2003, it is too early to measure results. Follow-up surveys are planned at 12- and 18-month intervals. Anecdotal feedback from sales and customer contacts has been overwhelmingly positive.

Judges’ Comments:

• Photography and color visually strong. Copy is well done.
• Great art. Strong, effective messages.
• Very nice visuals, message and consistency.
• Brief copy; excellent graphics.
• The simplicity and clean composition of these ads provide great visual impact. Copy speaks directly to the target market. Simplicity will stand out among clutter.

Company Scope and Marketing Objectives:
Miller Electric Mfg. Company, headquartered in Appleton, Wisconsin, is a leading worldwide manufacturer of arc welding equipment and related systems. Miller is a wholly owned subsidiary of Illinois Tool Works, Inc., Glenview, IL. Miller Electric Mfg. Co.'s overall marketing communications goals are to elevate the professional image of welders, reinforce the high quality position of the Miller brand and continually respond to welders' and distributors needs with superior products, service and support.

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Magazine Ad - Series (Under $50 million)
2nd place
Elliott Equipment Company
Omaha, Nebraska

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Statement of Objectives:
In a space crowded with international, national and regional equipment competitors, Elliott Equipment Company’s ad campaign uses the appeal of the Old West to position the company and its products within the context of the modern-day worksite that tests man and his machines. At the same time, it is designed to achieve the following objectives:

• Promote product durability and quality
• Emphasize company strength and reliability
• Demonstrate the size and scope of the product service and offerings
• Reflect the company’s independent-minded approach to product development

The four-ad “Reach for the Sky” campaign accomplishes each of these objectives with a creative approach that targets its key audiences, including sign and lighting companies, maintenance and construction contractors, departments of transportation, forms hand ling and concrete contractors and materials handling companies. Further targeting is achieved through the placement of certain ads based on readership demographics. The variety of messages, in a consistent creative concept, strengthens the campaign crossover audiences.

Within months of its initial launch, Elliott’s campaign generated a 30 percent increase in response from ads, including responses generated through the toll-free number and requests for additional information or follow-up phone calls through the company’s website. What's more, the campaign has generated interest among dealers and distributors, supporting their sales efforts on a localized level as seen through a 20 percent increase in quotes over the previous year.

Judges’ Comments:

• Well-defined campaign. The Old West theme and visual approach set the ads apart.
• Nice consistency and fun theme.
• Concept and headlines and overall look capture attention.

Company Scope and Marketing Objectives:
Elliott Equipment Company manufactures the world's leading line of customizable truck-mounted telescopic equipment for the construction and maintenance industries. The goals of our marketing materials are to differentiate ourselves from the many competitors in our niche; to convey the professionalism and forward thinking of our organization, and to illustrate the solidity and value of our product lines.

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Magazine Ad - Series (Under $50 million)
3rd place
Hydro Mobile
L’Assomption, Quebec, Canada

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Statement of Objectives:
Hydro Mobile is the leading North American manufacturer of mast-climbing platforms. The company’s two most popular products are the M-Series, which caters mainly to the masonry industry, and the F-Series, which targets general contractors and other specialized trades.

Our strongest and most expanded market is in the United States. We also have a progressive market in Canada and we are currently developing the European territories. More precisely, our target audiences are masonry contractors, general contractors and in a less direct manner our distributors or potential distributors, since they are the middlemen between the end users and us.

For the AEM contest we have chosen to focus on the M-Series advertising strategy, more specifically on our magazine ad-series “Service, Safety and Innovation”, which refers to Hydro Mobile’s three ground rules.

Hydro Mobile has reached a culmination point this year with a very different ad campaign. As you will notice in the following ad-series, we have chosen a testimonial strategy. We have associated the most renowned contractors in the US with Hydro Mobile. The men who appear in these ads are some of the most famous contractors in the US, who are testifying their satisfaction and gratification towards our products. In other words, if the most successful contractors are using Hydro Mobile everyone should – it’s the key to success. This communication strategy has given a concrete credibility to the company.

Secondly, we chose our 10-year anniversary ad, which reinforces our previously mentioned message, that we offer the best service, safety and innovation. Consequently, it has lead us to become the North American leader in the manufacturing of mast climbing platforms with an impressive 3,500 platforms on the market and an outstanding continuous success. In previous ads we have used the hand to demonstrate various Hydro Mobile achievements, in this particular case we wanted to honor our 10-year anniversary. The finger symbolizes a candle representing a celebration but it can also be interpreted as; “we are number one”, “what a clever idea”, or “we are headed to the top.” This commemorative ad has given and confirmed Hydro Mobile’s reputable status in history.

As for the measurable results, Hydro Mobile’s main resource is our distributor network to which we present our projects and which we solicit recommendations from. We believe their comments are essential since they are in constant contact with our end users. In this case, we have gathered very positive feedback from them. The conclusion has been that these four ads have had a tremendous effect on the company’s standing, demonstrating Hydro Mobile’s number one position. Another measurable outcome has been the significant increase of hits on our website, demonstrating the public’s curiosity. Finally, we have concluded that the “Service, Safety and Innovation” ad-series along with our 10th anniversary have been our greatest hits this year.

Judges’ Comments:

• Good effort. Impactful visuals with strong, selling material from your featured customer.
• Nice consistency across ads.
• Job site photos are nice.
• Nice use of testimonials.

Company Scope and Marketing Objectives:
Hydro Mobile is the leading North American manufacturer of mast climbing work platforms. The company’s marketing and communication goals consist of remaining the preferred manufacturer in this field by being recognized as the leader in the quality of our products and services.

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