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Magazine Ad - Single/Fractional
Over $50 million
Magazine Ad – Single/Fractional (Over $50 million)
1st place
CLAAS Omaha Inc.
Omaha, Nebraska
With
Ayres Kahler
Omaha, Nebraska
(Click for larger image)
Statement of Objectives:
Target Audience: Existing JAGUAR owners and Growers of Hay and Forage – Mid to large size farming operations in the US.
Objectives: Tease the introduction of the new CLAAS JAGUAR GREEN EYE forage harvester to North American producers. Display a new perspective of the JAGUAR through benefits achieved from the product.
Strategies/Tactics: The JAGUAR GREEN EYE teaser ad was used in national trade publications to bring awareness to the new product introduction followed by a second ad showcasing the equipment and the product benefits directed to the grower. Coinciding with the launch of the JAGUAR GREEN EYE, additional support materials were created including a direct mail campaign to entice and direct producers to visit their local dealer for additional information. A 3-D promotional box was also sent to producers who inquired about additional information after dealer discussions. The promotional kit includes product literature, a DVD showing the product in use and specialty items including a pen and key fob to keep CLAAS and the JAGUAR GREEN EYE top of mind. Additional exposure of the equipment followed the farm show circuit, including on-site field demos.
Results: The May 2006 teaser ad for the JAGUAR GREEN EYE allowed for timely and strategic campaign support materials. New JAGUAR GREEN Eye’s are being spotted in various regions across North America. Calls for demonstrations have increased since the mailing and interest in the marketplace is buzzing about the new features of the product. The JAGUAR GREEN EYE continues to be promoted through the CLAAS dealer channel.
Judges’ Comments:
- Powerful ad sure to bolster brand recognition, effective visual impact.
Company Scope and Marketing Objectives:
CLAAS of America, Inc. offers a wide variety of technologically innovative hay tool, baler and self-propelled forage harvester products to provide framers optimum performance in the field. 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 8,200 employees worldwide, we are committed to establishing CLAAS technology as the standard in the agricultural market.
Magazine Ad – Single/Fractional (Over $50 million)
2nd place
Bobcat Company
West Fargo, North Dakota
With
Flint Communications
Fargo, North Dakota
(Click for larger image)
Statement of Objectives:
Target Audience: Key influencers and purchasers of construction equipment.
Objective: The ad is part of a communications strategy to build awareness and preference for Bobcat brand skid steer loaders.
Strategies/Tactics: The “testosterone comes standard” ad is meant to evoke loyalty and positive emotion around the Bobcat brand. The operators of Bobcat equipment are hard-working, predominantly male, and do tough jobs every day. We want the operator to feel like he is part of an elite group of workers – the workers who use the best, toughest equipment available. The hard-hitting photograph and headline, reinforce the “one tough animal” tagline. The copy explains why an operator can feel good about using Bobcat on his jobsite – and maybe just a little bit superior.
Results: The consistent use of the orange band, “One Tough Animal” and the Bobcat logo connects all the messages and increases recognition across all print communications.
Judges’ Comments:
- Excellent photo, great copy and visual paired.
Company Scope and Marketing Objectives:
Bobcat Company is the world leader in the field of compact vehicles and equipment. The widely known Bobcat brand includes an extensive line of powerful, nimble compact construction equipment and attachments.
Magazine Ad – Single/Fractional (Over $50 million)
3rd place
CLAAS Omaha Inc.
Omaha, Nebraska
With
Ayres Kahler
Omaha, Nebraska
(Click for larger image)
Statement of Objectives:
Target Audience: Growers of Hay and Forage – Mid to large size farming operations in the US.
Objective: Promote the CLAAS Hay Tool product line with DISCO mowers, VOLTO tedders, LINER rakes and the ROLLANT baler through industry trade publications to provoke interest with consumers.
Strategies/Tactics: To showcase the full CLAAS Hay Tool line up emulating the overall CLAAS brand by creating a visual focal point on each of the products with sufficient content to drive customers to their CLAAS dealer for more information. The trade ads began in January 2006 with a national reach.
Results: Dealers have reported new customers referencing this ad from various publications. This ad was not designed to directly result in sales but to create awareness and interest of CLAAS Hay Tools and the dealers that carry them. A revised version of this ad has been used in recruiting additional CLAAS Hay and Forage Dealers.
Judges’ Comments:
- Straightforward, but well-designed and impactful.
Company Scope and Marketing Objectives:
CLAAS of America, Inc. offers a wide variety of technologically innovative hay tool, baler and self-propelled forage harvester products to provide framers optimum performance in the field. 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 8,200 employees worldwide, we are committed to establishing CLAAS technology as the standard in the agricultural market.
Magazine Ad – Single/Fractional
Under $50 million
Magazine Ad – Single/Fractional (Under $50 million)
1st place
Minimizer
Blooming Prairie, Minnesota
With
Last Call Studios
Minneapolis, Minnesota
(Click for larger image)
Statement of Objectives:
Objectives: This ad was designed to re-brand Minimizer fenders as the industry leader for durability and low maintenance truck accessories. These bold ads appeared in trade magazines targeting fleet owners and truckers, including cement haulers, garbage truck drivers, and rock haulers.
The goal of this print ad was to saturate publications with high-end images of the product standing up to the abuse of thousands of miles on the road. The vision was to use aggressive uncluttered advertising that focuses on durability and attitude, consistently making Minimizer fenders the top-of-mind choice for dependability and toughness.
Results: The ultimate objective of significant sales growth was surpassed. Sales growth has increased from 11% to 31% since the introduction of this aggressive advertising approach.
Judges’ Comments:
- Really powerful. Nice typography, minimal but effective copy.
Company Scope and Marketing Objectives:
As the industry leader in Poly Fender manufacturing, Minimizer called on Last Call Studios to revamp their advertising to coincide with the quality level of their product. The sales of the Minimizer fender went up 26% within the first six months of changing their advertising campaign and we continued to reinforce their brand through collateral materials, Trade show graphics and promotional videos. Perception of the product has put Minimizer in the forefront of the poly fender market as well as expanded their product-line to include all aspects of poly truck accessories.
Magazine Ad – Single/Fractional (Under $50 million)
2nd place
Allmand Brothers Inc.
Holdrege, Nebraska
With
The Promersberger Company
Fargo, North Dakota
(Click for larger image)
Statement of Objectives:
Target Audience: The rental operator.
Objective: If there is one constant in the rental industry, it’s the fact that rental customers will never treat rental equipment as if it was their own. But one advantage that Allmand has with its line of compact tractor-loader backhoes is that the machines are built to take a beating. Therefore, the goal of this piece was to convey the message to rental operators that Allmand TLBs are built for the way their customers treat equipment. And it continues to explain that this is due to the Extended Service Life (ESL) design.
Strategies/Tactics: The piece was designed to allow for a large photo of the TLB to truly get across the durability and rugged design of the equipment. Additionally, the low angle of the image conveys an almost larger-than-life perception of the TLB-further emphasizing its impressive stature.
Judges’ Comments:
- Visually great ad with nice typography. Target audience of rental doesn’t pop out though.
Company Scope and Marketing Objectives:
Since 1938, Allmand Brothers, Inc. has been making construction sites brighter, warmer, safer and more efficient. The versatile Allmand Tractor-Loader-Backhoes, rugged MAXI-LITE and NIGHT-LITE portable lighting systems, 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.”
Magazine Ad – Single/Fractional (Under $50 million)
3rd place
VMAC – Vehicle Mounted Air Compressors
Nanaimo, British Columbia, Canada
(Click for larger image)
Statement of Objectives:
Target Audience: The ad targeted manufacturers of truck bodies, fleet maintenance managers, and upper management buying centers in the manufacture, sales and service of commercial truck bodies. The ad was published in such trade publications as Fleet Maintenance and Truck & Trailer Body Builders, in an effort to target specifically to this audience.
Objectives: The VMAC VR70 UNDERHOOD Air Compressor system was a David among Goliaths performing in a market dominated by large, tow-behind compressor systems. Despite the compressor’s small, lightweight dimensions, the VR70 UNDERHOOD packed the muscle of a standard 70 CFM air compressor. The communications objective: To convey the compressor’s size and high-performance output into one clear, concise visual.
Strategies/Tactics: The loud-font tagline was designed to pledge a benefit of performance and power. In partnership, the simple bare truck chassis visual illustrated the compressor’s unique size and compact installation. The prospect of an unhitched, non-mounted, no-tow air compressor was unusual and unique enough to gain attention, while simultaneously promoting the unique UNDERHOOD brand.
Results: Evaluation of performance is critical. To this end, every VMAC advertisement is fitted with its own unique toll-free number, to track individual success. To date, the ad has generated a 172% increase in phone inquiries, and a 76% total lead increase from the previous fiscal year. These results are based on former UNDERHOOD advertisements run within the same publications, within the same monthly issue, one-year prior.
Judges’ Comments:
- Great Idea but show compressor in inset.
Company Scope and Marketing Objectives:
VMAC, which stands for Vehicle Mounted Air Compressors, is a world-leader in the development of onboard mobile air compressor technology used in the industrial and commercial truck equipment industry. VMAC’s success comes from working with customers to determine what their air compressor needs are and then surpassing those needs with unparalleled product quality and innovation. VMAC’s overall marketing goal is to effectively communicate VMAC mobile air solutions to current and potential customers.
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