"Platinum Award"

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

(Click for larger image)

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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