"Platinum Award"

Presented to the winning entry receiving the top score overall

Dedicated to publishing executive John Weatherhead in recognition of his longtime stewardship of the PICA group

Caterpillar Inc.
Peoria, Illinois
With
Rhea & Kaiser Marketing Communications
Naperville, Illinois
For Product Literature – Over $50 million

(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 contractors.  Quarry/Aggregate operators 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.  With the competition making a recent push to take market share form 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.  The brochure focuses on important features identified by contractors in research such as productivity, fuel economy, comfort, parts availability and resale.

Strategies/Tactics:  The brochure is complementary to the ad series using the same strong and powerful approach.  Dramatic working shots create an image of leadership and productivity.  They depict everyday operations communicating that Caterpillar understands and addresses the daily demands of its customers.  Each page of the brochure features product benefits important to the audiences again 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:

• Contemporary cover, powerful format.  Leaves no questions for buyer.  Clear, meaningful objective, target audience reflects detail.

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.”.

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