Magazine Ad - Single/Fractional

Over $50 million

Magazine Ad - Single/Fractional (Over $50 million)
1st place
Claas Omaha Inc.
Omaha, Nebraska
With
Swanson Russell Associates
Omaha, Nebraska

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Statement of Objectives:

• Create awareness for the Lexion 500 Series combines as offering industry-leading performance and productivity.
• Connect Lexion combines with Caterpillar dealers for sales and support.

Target Audience: Mid to large size farming operations in the US and Canada.

Communication Strategy: Create a dynamic ad highlighting the size of the 590R, the world’s only class 9 combine, with unsurpassed productivity.  By using a 2-page spread format, we emphasized the size and structure of the 590 model.

Measurable Results: This ad was not designed to generate sales leads but rather to increase brand awareness and preference for the new 500 Series. Sales did increase significantly during the Oct ’04-Sept ’05 period. The series was also chosen to be featured on national TV the History Channel’s Modern Marvels.

Judges’ Comments:

• Terrific job of incorporating good looks and performance specifications.
• Clear objective and outstanding execution.
• Great use of imagery. Great photos.

Company Scope and Marketing Objectives:
CLAAS Omaha Inc. is located within the “heart” of the corn and wheat belts of the Midwest. Home of the world’s largest combine, the LEXION® and the market leading JAGUAR® forage harvester, the facility is one of the most modern in the marketplace. CLAAS marketing attempts to build awareness of the industry leading technology and the engineering that goes into our products. We also look to reinforce the lifelong relationships we build with our customers and dealers. With the knowledge and innovative thinking of over 8,000 employees worldwide, we are committed to establishing CLAAS technology as the standard in the agricultural market, now and in the future.

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

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Statement of Objectives:
The goal of this ad was to help establish Caterpillar as having a full line of compact construction equipment (CCE):  skid steers, multi terrain loaders, mini excavators and work tools.  We wanted to convince our key audiences – building trades, owner/operators, residential contractors and landscapers – that Caterpillar has solutions for virtually every equipment need.  By going beyond the initial machines, and bundling them with work tools, we were moving toward a more market specific, customer focused approach.

This ad uses emotional appeal to literally convey Caterpillar’s leadership and heritage in large equipment. We wanted to develop a message and creative execution - which would help serve as the foundation for a campaign – only Caterpillar could credibly say. Thus, the campaign utilized borrowed interest form the company itself.

During the past year, unaided awareness for Cat® CCE has risen 14 points.  Cat is now #2 in unaided awareness among all CCE manufactures… and growing.

Judges’ Comments:

• Good visual, clearly makes the point.
• Clean and clear ad.

Company Scope and Marketing Objectives:
Description: Compact Construction Equipment includes skid steer loaders, mini hydraulic excavators, compact wheel loaders and work tools.
Message: Cat Compact Equipment is built just like big Cat machines and offer solutions to a variety of market segments, including landscaping, residential construction and building trades.

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Magazine Ad - Single/Fractional (Over $50 million)
3rd place (tie)
Bobcat Company
West Fargo, North Dakota
With
Flint Communications
Fargo, North Dakota

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Statement of Objectives:
The ad is part of a communications strategy to build awareness and preference for the Bobcat® brand.  This advertisement tested very well for recall and resonated with the intended audience. It was not intended to generate leads.

Target Audience: Key influencers and purchasers of compact equipment in the construction market.

Communications Strategy: The concept focuses on the potential cost savings of using Bobcat laser attachments.  The dramatic visual and intriguing headline help to demonstrate the huge cost of a tiny inaccuracy.  The photo of the machine is framed in a circle analogous to a microscope, or taking a closer look. The advertisement pops on the Bobcat orange and black background further enforcing the brand.

This execution was one of many created to speak to specific markets.  Brand consistency across this campaign was demonstrated by the Bobcat orange bar, logo placement and reinforcing tagline “one tough animal.”

Judges’ Comments:

• Good job demonstrating real life cost savings in copy.
• Excellent headline and tie-in copy.

Company Scope and Marketing Objectives:
Mission is to be recognized as a world leader in the engineering, manufacture, and marketing of compact industrial, construction, and agri-business equipment, attachments and related services.

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Magazine Ad - Single/Fractional (Over $50 million)
3rd place (tie)
Takeuchi
Buford, Georgia
With
Pratt & Buehl
Atlanta, Georgia

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Statement of Objectives:
Takeuchi’s “Power Tools” full line advertisement first appeared in the July 2005 issue of Equipment Today. The advertisement aimed to capture the attention of a large audience while creating an entirely new level of Takeuchi total brand value awareness. By creatively capturing the construction equipment buyer’s attention and appealing to their needs, Takeuchi concludes that the success of the “Power Tools” advertisement will be measured in increased leads, contacts, and ultimately sales!

Takeuchi incorporated a well thought out marketing communications strategy in the “Power Tools” full line advertisement by constructing the pegboard setting and displaying each piece of equipment in its best light.  As an equipment manufacturer, Takeuchi knows that construction equipment consumers have a keen interest in power tools, and therefore, this ad was a great way to appeal to that particular interest.  Takeuchi has 25 years of pioneering heritage and leadership as the first construction equipment company to introduce compact excavators to the U.S. market place.  By displaying the entire line-up on a hardwood store pegboard, the advertisement suggests to the reader that these “Power Tools” are compact.  Takeuchi continued perusing its marketing communication goals by alluding to specific market trends by integrating key words and phrases such as power, compact, versatile, durable, zero-tail swing, reduced operating costs, and increased productivity; all of which are must haves in today's fast-paced construction business.

Judges’ Comments:

• Attention getting visual and headline, outstanding copy points.
• Good decision on spread space unit.

Company Scope and Marketing Objectives:
Takeuchi is globally recognized as the pioneers of the rubber tracked loader and compact excavator.  This technology has added a new dimension to high productivity construction.  Business growth has boomed, as witnessed by the recent announcement of a new distribution facility in Georgia.

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Magazine Ad - Single/Fractional

Under $50 million

Magazine Ad - Single/Fractional (Under $50 million)
1st place
Allmand Bros. Inc.
Holdrege, Nebraska
With
The Promersberger Company
Fargo, North Dakota

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Statement of Objectives:
The “Daylight is Overrated” ad is directed at construction and mining companies required to work into the evening hours of darkness.  The message we are trying to invoke is that with the use of Allmand light towers, a company can work just as safely, effectively and productively in the dark as they can during the daylight hours.  It’s intended to be simple and brief with a hint of flippant attitude. The desired results include branding of the Allmand name, dominance of the light tower category and education of the features of the Allmand light tower. More often than not, people who work at night are forced to do so by construction project deadlines or necessary emergencies rather than by choice.  We want them to know they can accomplish that work as easily and safely at night.

Judges’ Comments:

• Excellent illustration.  Clever headline and clear message.
• Great use of space, copy and color.

Company Scope and Marketing Objectives:
Since 1938, Allmand Brothers, Inc. has been making construction sites brighter, warmer, safer and more efficient. The rugged MAXI-LITE and NIGHT-LITE portable lighting systems, the versatile Allmand Tractor-Loader-Backhoes, and ECLIPSE arrowboards are all designed to put the customer first. Our objective is to promote the promise of providing quality products and superior service after the sale. We call it “Allmand Assurance.”

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Magazine Ad - Single/Fractional (Under $50 million)
2nd place
Allied Construction Products LLC
Cleveland, Ohio
With
G. Smith Communications
Lorain, Ohio

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Statement of Objectives:
With the successful introduction of the new relationship between two well-known attachment brand names (Allied/Rammer) during 2004, it was now strategically important in 2005 to build on that success by strengthening awareness with the introduction of a new product – the in-Series hydraulic impact hammer. It was a product developed by Rammer and marketed throughout North America by Allied. The new Finnish-made product needed to be integrated into the well established Allied product line. It was significant to properly balance the stature of the two construction equipment “juggernauts” and at the same time promote the key features and benefits of the new product to motivate the end-user’s interest.

The target audience was broad-based as the product had an attraction for the Highway and Heavy Construction Contractors, Utility Contractors, General Rental Centers and Distributors.

The communications strategy was aimed at “spinning off" on the product name (in-Series) by associating it with the term “in-crowd”. Supporting this strategy was the use of a short headline (Join the “in-crowd”.) in a bold typeface, utilizing a multiple graphic that portrays a “crowd” which compels the end-users to read the ad so as not feel “left-out” and copy that broadly describes yet offers necessary key features and benefits of interest to the end-user.

Judges’ Comments:

• Good melding of new relationship.

Company Scope and Marketing Objectives:
Allied Construction Products, LLC is a leader in innovative construction product technology by designing, manufacturing and distributing these specialty products. Through more than 350 U. S. and Canadian Distributors, Allied offers a complete line of excavator/backhoe, skid-steer and mini-excavator mounted attachments, stationary breaking and material handling systems and trenchless underground piercing tools. Allied believes that success can best be achieved by being the industry leader in providing customers with products of unsurpassed quality coupled with the highest level of service and support.

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Magazine Ad - Single/Fractional (Under $50 million)
3rd place
Stone Construction Equipment Inc.
Honeoye, New York

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Statement of Objectives:
Entry Title:  Stone Silver Fox™ Forward Plate Ad

Objectives of the ad were to:

• Demonstrate a significant aesthetic redesign of our forward plate line.
• Introduce contractors and dealers to the new “Silver Fox” brand.
• Promote our entire line of forward plates.
• Promote key features and benefits of the line along with a new asphalt specific model.

At the same time we wanted to maintain the overall Stone identity with the steel frame.

Target audience was both dealers and contractors.

The line was introduced in September 2004 with an integrated campaign that included the advertising, a new product brochure and press kit.

The ad was developed late in 2004 appeared in seven publications this far in 2005.

Judges’ Comments:

• Does a great job of addressing objectives.

Company Scope and Marketing Objectives:
Stone Construction Equipment, Inc. a 100% employee-owned American company is a leader in design, manufacture, and marketing of construction equipment. Products distributed worldwide include concrete and mortar mixers, hand held compaction equipment, ride-on asphalt and dirt rollers, trench compactors, power trowels, concrete / pavement and masonry block saws, material handling equipment and concrete vibrators and screeds.

Stone’s marketing efforts are two-fold. First to promote the “Stone” corporate brand and second to promote the individual product brands. The marketing challenge is to build continuity between very diverse product brand images while promoting the umbrella brand of “Stone” across a wide variety of marketing vehicles – tradeshow properties, advertising, direct mail, website, brochures, etc.

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