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Magazine Ad – Single (Over $50 million)
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Magazine Ad – Single (Over $50 million)
1st place
Volvo Construction Equipment
Asheville, North Carolina
Statement of Objectives:
Marketing Communication 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.
The subject advertisement dramatizes our Brand Promise of better design, higher quality, improved productivity, superior service and exceptional value through the use of a working product image and the well-known Volvo Blue as a powerful branding property.
Judge's Comments:
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 – Single (Over $50 million)
2nd place
Federal Signal/Elgin Sweeper Co.
Elgin, Illinois
With
Cooper Hong Inc.
St. Charles, Illinois
Statement of Objectives:
Marketing Objectives:
- To communicate to municipalities and sweeping contractors involved in highway maintenance, municipal care, road construction and resurfacing applications the points of differentiation, features and benefits of the re-designed Elgin Pelican Sweeper – the flagship product of Elgin Sweeper.
- To communicate to these same customers and prospects that the new Elgin Pelican still delivers the same exceptional productivity and performance of the legendary Pelican Sweeper, with improved visibility, enhanced ease of operation and easier access for service and maintenance.
Results:
The ad has helped drive requests for Pelican product demonstrations, which the client indicates consistently result in sales.
Company Scope and Marketing Objectives:
The Federal Signal Environmental Solutions Group (ESG) designs and manufactures a suite of products and integrated solutions for municipal, governmental, industrial and airport customers. Our mission is to improve environmental well being in communities and workplaces around the world. ESG's portfolio of trusted, leading brands includes Elgin and Ravo street sweepers, Guzzler industrial vacuum loaders, Jetstream high pressure waterblasters and Vactor sewer cleaners and vacuum excavators.
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Magazine Ad – Single (Over $50 million)
3rd place
CLAAS Omaha Inc.
Omaha, Nebraska
With
Bluestem
Omaha, Nebraska
Statement of Objectives:
Promote the CLAAS Early Order Program (CEO), 0% financing on all CLAAS equipment purchased from October-December 2007 though industry publications to drive sales through independent CLAAS dealers and offer an additional incentive for new equipment purchases with consumers.
Target Audience:
Growers of Hay and Forage – Mid to large size farming operations in the US.
Communication Strategy:
To showcase the CLAAS product while positioning the incentive 0%, the offer was paired with the product working in the field. Highlighting the CLAAS Hay tool product line with DISCO mowers, ROLLANT balers and LINER rakes balanced with the remaining product line in type, the ad emulates the CLAAS brand driving customers to their CLAAS dealer for more information. The trade ads began in October 2007 and will continue to run through December 2007 with national reach.
Measureable Results:
Growers are currently taking advantage of the CLAAS CEO program with dealers reporting a successful program in 2007. Additional results will be tabulated upon program completion.
Judge's Comments:
- Good visuals. Communicates extremely well.
Company Scope and Marketing Objectives:
CLAAS of America, Inc. offers a wide variety of technologically innovative hay tool, baler and self-propelled forage harvester and combine harvester products to provide farmers 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 8,300 employees worldwide, we are committed to establishing CLAAS technology as the standard in the agricultural market.
Magazine Ad – Single (Under $50 million)
(Click for larger image)
Magazine Ad – Single (Under $50 million)
1st place
Asphalt Drum Mixers Inc.
Huntertown, Indiana
With
The Promersberger Company
Fargo, North Dakota
Statement of Objectives:
Target Audience:
Current asphalt plant owners in the market for a new plant and small asphalt companies considering whether or not to purchase their own asphalt plant.
Objectives:
To communicate that Asphalt Drum Mixers, Inc. (ADM) is an asphalt plant provider intent on developing a solution tailored to the customer's needs.
Strategies/Tactics:
Companies interested in owning and operating an asphalt plant may have very different needs and drastically different visions of how they would like their business to function.
The strategy behind this ad was to appeal to potential customers' desire for flexibility. The headline and copy say as much – ADM doesn't just sell asphalt plants. They help their customers design customized plants that give them the best chance to competitive on their terms.
This concept is communicated visually by showing a progression of ADM's involvement with its customers – from working side by side to develop a plan, to putting the plan down on a blueprint, and finally to the physical realization and ongoing support of the plant.
Results:
The ad has just recently started running, so it's early to judge long-term response. However, it's made it past the first round of critics – the sales force. Since one of the key purposes of any marketing effort is to support the sales team in disseminating the message they are trying to tell, we feel the campaign has be successful.
Judge's Comments:
- Effective copy and placement of headline copy.
Company Scope and Marketing Objectives:
For more than three decades, Asphalt Drum Mixers (ADM) has committed itself to serving the asphalt industry by providing the best designed highest quality plants and components possible. Today, more than 800 ADM plants are at work around the globe, proof that a focus on quality, attention to detail, a dedicated workforce, and a belief in service after the sale are not outdated concepts.
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Magazine Ad – Single (Under $50 million)
2nd place
Champion Motor Graders
Charlotte, North Carolina
With
Marketing Strategies & Solutions
London, Ontario, Canada
Statement of Objectives:
This ad is part of the ongoing Champion campaign to show pavers and construction equipment owners that there is no need to compromise on features and quality when their business requires a compact motor grader.
The audience is primarily small paving contractors who "road" the machines to their worksite or tow them behind their work truck on a utility trailer as well as larger construction and municipal fleets who require small graders to operate in confined work spaces such as parking lots and highway shoulders.
The provision of a foot brake has traditionally been a distinguishing feature between small-class graders and their full-size counterparts. Traditionally, compact graders with hydrostatic drive rely on the hydraulic resistance of the drive system to slow and stop the machine. Champion is the first to provide positive braking force to the wheels through a foot brake. The brake adds a higher measure of safety and control to the grader, especially when roading, and also provides extra confidence and familiarity for operators accustomed to running larger equipment.
The concept plays on giving the operator "a brake" as well as "a break" to reflect the peace of mind that comes with having a true brake on board. The stop sign provides a visual "braking force" for readers, while the children crossing at the intersection reinforce the need for dependable active braking.
Ultimately, the foot brake is used as a symbol of the "big grader" thinking behind grader design and manufacturing Champion. Through this effort, dealers have been better equipped to present Champion as the "best in class" choice for value-driven customers, resulting in a record sales and full order book for the factory.
Judge's Comments:
- Good choice to imagery to make the ad work.
Company Scope and Marketing Objectives:
Champion Motor Graders has established itself as the "best in class" for design, manufacture and support of Compact and Production Class Motor Graders. Champion marketing aims to show how the company "Thinks Big" with distinctive design features in compact machines that deliver the productivity, safety and value of the best full-size graders.
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Magazine Ad – Single (Under $50 million)
3rd place
E-Z Drill
Stillwater, Oklahoma
With
The Promersberger Company
Fargo, North Dakota
Statement of Objectives:
Target Audience:
Key influencers and purchasers in the road-building and concrete-patching markets.
Objectives:
Promote E-Z Drill's durable, accurate, fast line of concrete drills, with an emphasis on the manufacturer's experience in the industry.
Strategies/Tactics:
A double-entendre headline draws attention to both the everyday problems a concrete company may face, as well as the solution to that predicament. As one meaning, "You Know the Drill" refers to the routine of working on jobs that involve achieving accurate specifications without the luxury of time. In its second meaning, "You know the Drill" implies there is only one drill capable of providing the rugged durability, accuracy and speed necessary to complete the job correctly and on deadline.
The ad's subsequent copy elaborates on these two points while reiterating E-Z Drill's experience, both on actual drilling and doweling jobs and in manufacturing a product more than capable of meeting those on-the-job demands.
Results:
Though the ad is relatively new and marks the starting point for a whole new image campaign, response has been good. The "buzz" we were hoping to create to revitalize a well-established brand appears to be growing.
Judge's Comments:
- Effective for its small size.
Company Scope and Marketing Objectives:
E-Z Drill, Inc. is a manufacturer of automatic concrete drilling systems, primarily used in the concrete paving industry. Marketing communications goals are to use a variety of marketing tools to promote E-Z Drill's image as an innovator and leader in product quality, safety, and customer satisfaction, as well as building brand awareness internationally.
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