Magazine Ad - Series

Over $50 million

Magazine Ad - Series (Over $50 million)
1st place
Volvo Construction Equipment
Asheville, North Carolina

(Click for larger image)

Statement of Objectives:
Stimulate awareness of the Volvo Construction Equipment brand and its theme (More Care. Built In.) and provide information on products.  The purpose of our advertising is to positively differentiate our brand and products from the competition, and to make Volvo Construction Equipment products credible and competitive alternatives. The unique care that the company designs and builds into its equipment helps make our equipment safer, more productive, more reliable, more environmentally friendly. It is evident in the way we care for our customers, in our professional and innovative approach to business.  Our advertising program dramatizes our Brand Promise of better design, higher quality, improved productivity, super service and exceptional value through a series of advertisements, using outstanding working product images and the well-known Volvo Blue as a powerful branding property.

Target Audience: End-users of construction equipment within targeted end-use segments.

Results: Awareness studies, focus group testing, and trade publications readership response has indicated that our new series is successful. And based on recent customer surveys, the advertising has had a measurable impact with customers--ad awareness has increased while there is a significant increase in brand appeal, clarity of brand image, and a positive perception of product excellence.

Judges’ Comments:

• Good job of addressing user concerns and offering solution to their problems.
• Nice clean ads; easy to read; continuity of look in all ads; great use of space.
• Clear and defined objectives; well conceived and executed campaign.

Company Scope and Marketing Objectives:
Volvo Construction Equipment is one of the world’s largest manufacturers of construction equipment and a member of the $31 billion Volvo Group of companies (Volvo Construction Equipment, Volvo Trucks, Mack Truck, Volvo Aero, Volvo Penta, Volvo Bus, Renault Truck).  The overall goals and objectives of our marketing communications are to provide credible information on our products and to differentiate our brand and products from the competition and make them competitive alternatives in the marketplace.  Our advertising program expresses the company’s brand promise of better design, higher quality, improved productivity, superior service and exceptional value - MORE CARE. BUILT IN.

<< Back To Main 2006 PICA "Measures of Success" Winners List

Magazine Ad - Series (Over $50 million)
2nd place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Communications
Naperville, Illinois

(Click for larger image)

Statement of Objectives:
Recent research revealed that when contractors rent equipment, they ideally want to use one store for all their rental equipment – both big and small – for any particular job.  Yet the Cat® brand name is associated with big yellow machines used to build roads and commercial buildings. So when contractors, especially smaller sized companies, think of The Cat Rental Store, they often think of only big machines.  This “only big machines” perception can limit Cat dealer profit potential, especially among smaller contractors.

The goal of the “Rent It Here” campaign was to create a clear message:  Cat Rental Stores offer contractors a wide range of equipment – including more than Cat machines – to meet all their rental equipment needs.

The target audience is smaller sized contractors, especially those involved in general construction, building trades, utility work and landscaping.

The campaign strategy uses large “hero” images featuring two different pieces of equipment – a Cat machine and a piece of smaller allied equipment – and short, fun-to-read headlines.  This quickly and directly conveys a broad, full product line message, beyond Cat machines.

The “Rent it here” signature line pays off all headlines with a strong call to action and invites the audience to call 1-800-RENT-CAT.  The template-style format is well suited for dealer customization.  The campaign has gained acceptance by all Cat dealer groups, who have used the campaign extensively in their territories. The campaign has also increased volume to the 1-800-RENT-CAT call center by more than 50%.

Judges’ Comments:

• Clean message/clean look. Broad line comes through.
• Outstanding execution of objectives, yet very simple to read and understand.
• Good, bold graphics; simple but direct benefit.

Company Scope and Marketing Objectives:
Description: Cat Rental Stores includes more than 380 rental locations owned and operated by Cat Dealers.
Message: Cat Rental Stores rent a full line of construction equipment, including both Cat machines and allied equipment.

<< Back To Main 2006 PICA "Measures of Success" Winners List

Magazine Ad - Series (Over $50 million)
3rd place
Wacker Corporation
Menomonee Falls, Wisconsin

(Click for larger image)

Statement of Objectives:
Increase WACKER product demand and awareness through an established dealer channel from point of sales contractor/customer request.

This WACKER advertising campaign was established to support a pull strategy marketing plan that starts on the job site.

Most light construction equipment is not considered capital investment expenditure therefore it is rented or purchased on an as needed basis directly from the jobsite.  It has been debated that contractors show little brand loyalty to their light equipment and that the urgency of the application is more important than the product used.  WACKER’s pull strategy supporting on the jobsite personnel with trade publication advertising is proving the notion of light equipment brand loyalty.

Each of the five ads in this series introduces a new product by establishing the benefits and thus the advantages of this machine to the contractor.  The small insert photos reference the other WACKER products within that particular strategic product group.  This provides the opportunity to build the awareness of the complete line while offering the reader the chance to individually request information for a particular model.  Reader inquiries from the publications have shown a significant increase over past same publication advertising.  This year alone the five pages running in Concrete Construction have produced 91 inquires a 300-percent increase over last year’s average.  In Equipment World magazine where we matched the ad to the product editorial for the month, similar increases are being recorded.

Judges’ Comments:

• Excellent job of integrating a diverse group of products into one effective series.
• Continuity fine/nice look. Brand identity good.
• Good action shots of the machines working with product photos as back up.

Company Scope and Marketing Objectives:
WACKER Corporation has designed and manufactured light construction equipment in the United States since 1957. As a member of the worldwide group of WACKER companies, the organization’s business strategy is to meet the needs of end users and channel partners with quality products and excellent customer service.  WACKER uses their marketing communication programs as a key tool in their business strategy process.

<< Back To Main 2006 PICA "Measures of Success" Winners List