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Magazine Ad – Series (Over $50 million)
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Magazine Ad – Series (Over $50 million)
1st place
John Deere Power Systems
Waterloo, Iowa
With
Two Rivers Marketing
Des Moines, Iowa
Statement of Objectives:
Target Audience:
Diesel engine OEMs and end-users in the agriculture, construction, forestry, mining, generator drive, and marine markets.
Objectives:
- Deliver to each specific audience a targeted message about the benefits of John Deere engines.
- Set John Deere engines apart from the competition, and ultimately sell more products.
Strategies/Tactics:
- Design ads with dramatic photography and dynamic layouts.
- Use bold, assertive headlines that get right to the point and confidently make a value statement about the products.
- Support headlines with straightforward facts about the products.
- Offer a simple call-to-action by providing market-specific URLs.
Results:
The result for the year are still being compiled, but early indications are that magazine readers are remembering the ads, and that the John Deere Power Systems call center experience a spike in calls shortly after each new ad appears. Harvey Studies have shown a 50% or better “recall seeing” rating, and verbatim responses have been positive. Hits to the market-specific web pages have been steadily growing over the year.
Judge's Comments:
- Good campaign. Good use of consistent styling.
Company Scope and Marketing Objectives:
John Deere Power Systems (JDPS) manufacturers and markets 30 kW - 448 kW (40 hp - 600 hp) diesel engines for use in a variety of John Deere and OEM off-highway machines. JDPS also manufactures and markets marine engines and drivetrain components. Our marketing communication goals include assisting both our John Deere equipment division partners as well as our OEM partners in communicating the features and benefits of the John Deere engine within their equipment.
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Magazine Ad – Series (Over $50 million)
2nd place
Volvo Construction Equipment
Asheville, North Carolina
Statement of Objectives:
Marketing Communications Objectives:
Stimulate awareness of 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.
Our subject advertising program creates an immediate awareness of Volvo's position as the world's largest manufacturer of 9-18 liter diesel engines and the value of the company's design and engineering of power systems built for construction equipment. Information on the benefits of the Volvo engine – greater fuel efficiency, lower operating costs, higher performance and productivity – is presented in a unique manner.
Judge's Comments:
- Great job translating difficult concepts. Quality photos and idea writing.
Company Scope and Marketing Objectives:
Volvo Construction Equipment is one of the world's largest builders of construction equipment –articulated haulers, wheel loaders, excavators, compact equipment, and road building machines. The primary objective of our marketing communication programs is to stimulate awareness of the company, its world-famous brand, and its theme of More Care. Built in. and to provide information on our 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.
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Magazine Ad – Series (Over $50 million)
3rd place
Takeuchi
Pendergrass, Georgia
Statement of Objectives:
Target Audience:
The primary audience for the Takeuchi line of compact equipment is general construction and residential contractors and operators.
Objectives:
The objectives were to raise awareness of the Takeuchi brand and promote the image of power.
Strategies/Tactics:
Ad copy needs to connect with each customer individually, with real benefits that matter. For each of our three product categories, we chose to focus on a feature/benefit of that machine that differentiates us from our competitors and supports the theme of power.
The headlines POWER SOURCE, POWER WHEELS, POWER AID, present the reader with a double meaning, but each applies to the feature of the product. The imagery is bold and the working photo blurred to create a feeling of movement and power.
Results:
Through an independent research firm in the category of recall seeing, Takeuchi was 7 percentage points higher than the average and of nine direct competitors only one was higher.
Comments from readers polled by the research firm confirmed the ad's success. The single focus message was clear and identifiable. Over 50% of respondents used the word Power or Powerful when conveying their impression.
Judge's Comments:
- Concise copy. Excellent visuals. Effective use of artwork.
Company Scope and Marketing Objectives:
Takeuchi is an innovative leader in the compact equipment industry, featuring an extensive line of compact track loaders, compact excavators, and compact wheel loaders.
The communications goal is to increase brand awareness of Takeuchi and connect the power of the equipment with the power of strong organization.
Magazine Ad – Series (Under $50 million)
(Click for larger image)
Magazine Ad – Series (Under $50 million)
1st place
Compact Power
Fort Mill, South Carolina
With
Advantage Marketing Communications
Blairstown, New Jersey
Statement of Objectives:
Target Audience:
Landscape or Light Construction Contractors Who Have the Authority to Purchase Equipment On Behalf of the Company With Whom They are Employed.
Communications Strategy Employed:
Compact Power has become known as one of the leading manufacturer's of the Mini-Skid-Steer Loaders over the past few years due to their commitment to expand their product line to better service the markets they target. The Boxer line has consistently grown with new models being added for each of the past three years. In addition, more than 50 attachments are now available with more on the drawing board to give interested customers a variety of configurations to choose from when purchasing their product. As such, we wanted to promote Compact Power as a company that could help people solve a variety of worksite challenges with one machine that could outlast, outwork, outperform and outrun other machines.
The above terms became the headlines and main points communicated in this ad campaign. Colorful professional photography combined with some Photoshop work helped to create the look and feel of the machine working in the photos. A variety of industry publications were selected to distribute our message such as Compact Equipment and Lawn & Landscape.
Documented Results:
A campaign specific website was created to track leads specific to this program. This site linked back to the Compact Power corporate site in case the visitor wanted additional information about the company or the other products it offers.
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 500 unique visitors have entered the site to see how Compact Power's Boxer Product Line could help them be more productive on the job.
Judge's Comments:
- Good, consistent campaign. Cohesive and focused.
Company Scope and Marketing Objectives:
COMPACT POWER is a rapidly growing manufacturer and marketer of specialized compact equipment for the landscape, irrigation, light construction and utility markets.
With the strength of both the Powerhouse and Boxer lines under their umbrella, Compact Power boasts an impressive range of mini-skids and compact utility loaders, as well as a full array of hydraulically-powered attachments.
Compact Power has recently extended their line of compact equipment with the launch of several new products and plan to continue their product line enhancements in the years to come, providing customers with a one-stop source for all their compact equipment needs.
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Magazine Ad – Series (Under $50 million)
2nd place
VMAC
Nanaimo, British Columbia, Canada
Statement of Objectives:
Introducing a novel product within an established industry required VMAC to design a series that would both challenge and change the way target segments thought about air. Traditionally, mobile air equated to tow-behind air compressors. Consequently, the originality of an air compressor that produced the same level of power as a 2100LB tow-behind but rivaling the size of a smaller toaster didn't fall within consumer's preconceived product maps.
The marketing objective:
To inform target segments of the newest air option available in the industry, and inevitably add the UNDERHOOD air compressor to their mental product roster.
The series targeted users of mobile air on work trucks, specifically, highway and building construction professionals. These segments, traditionally users of tow-behind air compressors, have benefited from the tow-behind's high output but suffer from heavy, cumbersome, and expensive-to-maintain pieces of equipment. As a result, the innovative VMAC UNDERHOOD Air Compressor removes these burdens by mounting the 210LB air compressor under the hood of the work truck, while simultaneously packing the same muscle operators have relied on to get the job done.
More pertinent than the message itself was the choice of medium. The VMAC ad series were published in the annual Equipment World Spec Guide – a 300+ page assemblage of heavy equipment products ranging from articulating cranes to zip wheels. Thumbing to the Air Compressor section to find a tow-behind air compressor, target audiences are immediately referred to the full-page VMAC tab ad, followed by three pages of air compressor listings and a complete continuation of the VMAC ad series. Keeping VMAC in the forefront of the air compressor product category within the third-party spec guide confronts the conception that tow-behinds provide the only viable air option.
Listing VMAC UNDERHOOD products alongside tow-behind systems in combination with supplementary ad space promoting the benefits of the UNDERHOOD Air Compressor system over traditional sources assists future marketing efforts by granting the new product acceptance within consumer product mind maps. Coupled with additional marketing efforts targeting tow-behind users, the campaign has become a valuable springboard to the UNDERHOOD's success within the competitive tow-behind air compressor market. Maintaining its own unique 1-800 number to accommodate real-time lead tracking, results of the Equipment World Spec Guide campaign are currently being tracked.
Judge's Comments:
- Consistent messaging. Good photography.
Company Scope and Marketing Objectives:
VMAC is a world leader in the development of rotary screw, vehicle mounted air compressor systems for the modern work truck. VMAC's success stems from working with target segments to determine what air compressor needs exist and how VMAC can match those needs with products unparalleled in product quality and innovation. Respectively, the overall goal of marketing has been to communicate consistent, clear, and relevant messages to key market segments over a variety of media.
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Magazine Ad – Series (Under $50 million)
3rd place
Jenny Products Inc.
Bomerset, Pennsylvania
With
The Promersberger Company
Fargo, North Dakota
Statement of Objectives:
For many years, Jenny manufactured Emgio air compressors, a very well known brand. Then, Emgio was bought out by a competitor, but Jenny was allowed to continue to build and market this product under the Emgio name per a licensing agreement. Unfortunately for Jenny, this licensing agreement was not going to be renewed for 2007 and Jenny had to find a way to build name recognition for a name that had very little brand value.
Target Audience:
Current and potential dealers.
Objective:
Use a series of ads to convey this name change to potential and current dealers, letting them know that this newcomer "Jenny" was actually the Emgio product they already knew well. But the challenges were many. We had to pass all creative by the legal department of the Emgio name's owner – which nit-picked every word of copy, requiring several rewrites and concessions in creativity. Furthermore, Jenny's licensing agreement to use the Emgio name was ending in just a few months. We had little time to get the message across before we could no longer mention Emgio.
Strategies/Tactics:
The ads were meant to mirror the look of a supporting direct mail piece that was sent to the same audience. This would help increase recall of the message. The look was meant to convey an urgent memo message from the subjective point of view of a dealer. Compelling, new application photography was used to increase visual appeal. And the message was clear and to the point – Emgio Industrial Stationaries are now known as Jenny. All that has changed is the name.
Results:
The overall effort of this name change campaign has helped instill brand name confidence in the target audience, resulting in all previous dealers staying with the "Jenny" product offering.
Judge's Comments:
- Nice job of communicating potentially difficult concept.
Company Scope and Marketing Objectives:
Jenny Products has roots dating back to the late 1870's and its subsequent incorporation in 1892 as Homestead Valve Manufacturing Company. In keeping with their heritage of being a leading innovator and manufacturer of the finest available equipment, they now manufacture a complete and extensive line of hand carry, single and two-stage wheeled portable, service vehicle, industrial stationary, base plate mounted, climate control and fire sprinkler compressors.
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