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Magazine Ad - Series
Over $50 million
Magazine Ad – Series (Over $50 million)
1st place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Marketing Communications
Naperville, Illinois
(Click for larger image)
Statement of Objectives:
Target Audience: In launching the new E-Series Backhoe Loaders, Caterpillar needed to differentiate itself from the competition. The primary audience is smaller sized contractors, including owner/operators involved in residential construction and sewer/water work.
Objectives: The objective was to launch the new Cat E-Series Backhoe Loader. The backhoe loader market is fiercely competitive. Recent research revealed that there is growing parity among backhoe loader brands. Three major brands are virtually deadlocked for the lead and several other good brands are challenging the leaders.
Strategies/Tactics: The “Work at the Next Level” campaign was strategically developed to create a differentiating, best-in-class message for the new E-Series such as operator comfort, power, productivity, fuel economy and versatility.
Dramatic hero photos of working shots were used to attract attention and create a powerful image of leadership. Strong headlines offer a direct benefit. The copy uses an aggressive, competitive approach. To depict the versatility of Cat Backhoe Loaders, inset photos were used showing Cat Backhoes and Cat Work Tools.
Results: Prior to the campaign, an independent survey showed Caterpillar was tied for the lead in unaided awareness, and slightly ahead of the third-place competitor. The campaign grew unaided awareness by 12 points, placing Cat Backhoe Loaders all alone as #1 in unaided awareness and #1 in top-of-mind awareness.
Judges’ Comments:
- Great copywriting and a thorough understanding of client concerns. Great graphic layout and photos; great advertising. Good description of target audience and measurement efforts.
Company Scope and Marketing Objectives:
Caterpillar is the world’s leading manufacturer of earthmoving equipment. The goal of our marketing communications campaign was to introduce E-Series Backhoe Loaders and empower contractors to “Work at the Next Level” by focusing on messages deemed most important to contractors, based on research.
Magazine Ad – Series (Over $50 million)
2nd place
Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Marketing Communications
Naperville, Illinois
(Click for larger image)
Statement of Objectives:
Target Audience: In launching the new H-Series, the primary audiences targeted were quarry/aggregate operators, heavy construction contractors and general construction operators. Quarry/Aggregate contractors professionally manage large scale operations that involve mining rock, stone, sand, gravel, mineral and other aggregates. Heavy construction involves earthmoving, building roads, highways, bridges and commercial/municipal buildings. General construction includes smaller sized operations such as building sub-divisions and light commercial work.
Objective: The objective was to position Caterpillar as having the best return on wheel loader investment across a fiercely competitive market.
Strategies/Tactics: With the competition making a recent push to take market share from Cat Medium Wheel Loaders, the strong creative strategy of MOVE MORE. MAKE MORE. was developed. It positioned the new H-Series Cat Wheel Loaders as having the best return on investment which was identified in customer research as being believable, meaningful and unique to Caterpillar. Specific ads focus on important features identified by contractors in research such as productivity, fuel economy, comfort, parts availability and resale.
Powerful working shots were used to attract attention and create a dramatic image of leadership and productivity. They depict everyday operations communicating that Caterpillar understands and addresses the daily demands of its customers. The headlines and copy use a strong and powerful approach offering a direct benefit and reinforcing the campaign tagline MOVE MORE. MAKE MORE.
Results: Since the campaign launched in 4Q05, the campaign strategy has helped achieve specified, market share goals identified by Caterpillar.
Judges’ Comments:
- Excellent objective and good use of research input but difficult to judge advertising just on market share. Large bold type and headline and dramatic photo angles
Company Scope and Marketing Objectives:
Caterpillar is the world’s leading manufacturer of earthmoving equipment. The goal of our marketing communications campaign was to introduce Cat H-Series Wheel Loaders and successfully position the machines as empowering contractors/quarries to “Move More. Make More.”
Magazine Ad – Series (Over $50 million)
3rd place
Subaru
Cherry Hill, New Jersey
With
The Promersberger Company
Fargo, North Dakota
(Click for larger image)
Statement of Objectives:
Target Audience: The Subaru Robin ad campaign is targeted at rental centers and small to mid-size contracting companies that utilize light, engine-powered equipment.
Objective: Over the past couple years, the challenge with Subaru Robin has been name recognition.
Strategies/Tactics: When thinking of small engines and small generators/pumps, the name Honda immediately comes to mind for most, but few know the Subaru name. Thus, we’ve instigated a three-tiered effort to get the word out – Subaru Robin makes quality engines, Subaru Robin has a full line of generators and pumps and Subaru Robin offers first-class service and support.
Of course, the key to any successful ad campaign is consistency. All of the ads support each other with the same general look, cleanliness and headline/copy treatment and attitude.
Because it is most important to build the Subaru Robin brand, the logo was given the same weight as the headline. Additionally, each ad has a prominent image or images of the equipment with the Subaru decal clear and readable. Furthermore, copy was kept to a minimum, keeping the ad inviting, but while also getting the most important points across for each ad.
Results: Recent readership surveys have shown that many people were previously unaware of the connection between Robin power products and the Subaru name. They are taking notice and beginning to recognize Subaru Robin as one in the same company.
Judges’ Comments:
- Nice continuity, consistency, but different enough to read each one. Solid impact visuals. Good description of target audience, but readership studies as measurement need norms.
Company Scope and Marketing Objectives:
Distributed around the world for more than 40 years, Subaru engines have earned an enduring reputation for high quality & performance. Backed by parent company Fuji Heavy Industries, Ltd. Group, Subaru produces 1,200,000 engines annually. Subaru appeals to OEMs and customers alike by providing engines and equipment that are easy to start, easy to maintain and are traditionally more reliable.
Under $50 million
Magazine Ad – Series (Under $50 million)
1st place
SAKAI America
Adairsville, Georgia
With
Advantage Marketing Communications
Hackettstown, New Jersey
(Click for larger image)
Statement of Objectives:
Target Audience: Paving & Site Preparation Contractors
Strategies/Tactics: SAKAI has become known as the “Masters of Compaction” over the past 10 years due to their sole dedication to the design and sale of compaction equipment. As such, the company has received numerous phone calls from contractors throughout North America when they could not reach density or had another compaction related problem. As such, we wanted to promote SAKAI as a company that could help people find solutions to their compaction challenges. A bug theme was developed to communicate this.
Four typical compaction bugs were highlighted in this campaign profitability, density, traction and productivity. Most of the inquiries received by SAKAI regarding compaction problems center around these topics. The solution to each of these bugs was a specific model SAKAI roller highlighted in the ad. Each of the four ads also ran as inserts in select publications, which were sold as co-op to their dealer network with a record participation rate of 96%. A dealer recruitment ad was also developed which tied into this same theme.
To further communicate SAKAI as the problem solvers when it comes to compaction, a website was created where those with compaction problems could log on and directly submit questions to SAKAI for feedback. This site linked back to the SAKAI corporate site in case the visitor wanted additional corporate or product information.
Results: The dedicated website created in conjunction with this campaign gave us the ability to gauge reader interest and response. This website was not registered with search engines so that those who visited would have found out about it through our print advertising campaign. To date over 800 unique visitors have entered the site to see how SAKAI could help them solve their compaction “bugs”.
Judges’ Comments:
- Neat idea, attracts attention. Wonderful concept, totally different from anything in industry. Bold colors, will stand out in clutter.
Company Scope and Marketing Objectives:
SAKAI America is a world leader in compaction technology and manufacturers a full line of soil and asphalt rollers for compaction across a variety of jobsites. Over the past 7 years, SAKAI has substantially increased both their market share and brand awareness throughout North America due to the opening of a dedicated North American manufacturing facility, an increase in dealership representation and product sales and an aggressive, consistent marketing communications effort.
Magazine Ad – Series (Under $50 million)
2nd place
Compact Power Inc.
Fort Mill, South Carolina
With
Advantage Marketing Communications
Hackettstown, New Jersey
(Click for larger image)
Statement of Objectives:
Objective: The objective of the BoxerPayPerView ad campaign was to increase brand awareness of Boxer Equipment and their line of Compact Utility Loaders to Landscape Contractors, Light Construction and Rental Markets. The campaign was also used to introduce one of their new models to the marketplace. Boxer Equipment competes against some larger manufacturers including Vermeer, Toro-Dingo, DitchWitch and Bobcat which have better established brand-names.
Strategies/Tactics: For the campaign, we used a boxing poster theme on a brick wall including boxing term headlines: “Heavy Hitter” and “Knockout Punch” with boxing gloves and “Fancy Footwork” and “Light on its Feet” with boxing shoes. For ad placement, we used – page islands and combined one of the boxing glove ads with one of the boxing shoe ads on consecutive pages, allowing Boxer Equipment to control an entire spread of the targeted publication while paying half the price, saving the budget dollars to gain increased frequency.
Because people are relaying more and more on the internet for sales leads, we created a dedicated website for the ad campaign, www.boxerpayperview.com to help verify and measure results. There are no links from the company’s main website or search engines, so all visitors of the site have viewed the ad and are looking for more information.
Results: The campaign did not start until June of 2006. To date (10/31/06), we have received over 350 sale leads from the magazines and over 1,321 unique visits to the website, 4,326 page views and 29,632 total hits. Visits to the website have increased each month from June through September. The most up-to-date web stats are attached.
Judges’ Comments:
- Impressive results, excellent consistency in execution. Great to see safety promoted (with ear muffs and hard hats).
Company Scope and Marketing Objectives:
Compact Power, Inc. is a world leader in the compact hydraulic power equipment market and specializes in products that are up to 50 hp and 5,000 lbs. They are the manufacturers of wide range of compact equipment including: Boxer Equipment, ProHauler System Trailers, CPI Attachments and PowerHouse Equipment. Compact Power if becoming a very strong competitor in the mini-skid steer arena thanks to their comprehensive North American Dealer, Rental House and Retail Distribution networks.
Magazine Ad – Series (Under $50 million)
3rd place
IronPlanet
Pleasanton, California
(Click for larger image)
Statement of Objectives:
Target Audience: The target audience for the advertising campaign was buyers of used construction equipment, both new and current IronPlanet visitors.
Objective: The primary objective of the advertising campaign was communicating IronPlanet’s value proposition: you know what you’re buying at IronPlanet auctions because we provide detailed inspection reports. As a secondary objective and an effectiveness measure, we included a unique link to give current customers and new buyers another reason to visit IronPlanet.
Strategies/Tactics: The communications strategy included messages and images that would attract the target audience and communicate the IronPlanet brand and value proposition. The elements included actual inspection report images, as well as how-to-inspect images available on the site.
Results: The campaign launched in February 2006. Over 5,000 unique visitors clicked on the link only advertised during this campaign. Of the visitors, 50 percent were currently registered while the other half were new to IronPlanet.
Judges’ Comments:
- Clear, focused message, good headline. Good value proposition, campaign addresses its objectives, but suggest show other brands as well.
Company Scope and Marketing Objectives:
IronPlanet is the world’s leading online auction company for used heavy equipment. IronPlanet facilitates the sale of a broad range of heavy equipment and trucks by providing an easy-to-use interface and detailed, guaranteed inspection reports enabling customers to buy and sell with confidence. The overall goal of IronPlanet’s marketing communications is demonstrating the value of the online auction company for used equipment buyers and sellers.
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