The Brief

Increase awareness of the Caterpillar Compact Construction Equipment (e.g. mini excavators) in a way that demonstrates a human side to the brand.

Build a database of qualified leads within the self employed operator segment for ongoing relationship marketing purposes.

The Solution

We showcased the Cat machines in positive, real working situations - the fact they were operated by non expert users was key to the product placement strategy.

Our Cat of all Trades promotion provided a purchase incentive via a cash back offer as well as the chance to win a CCE machine.  It was critical in converting an engaged audience into a database of qualified leads.  The promotion was supported throughout the TV series as well as through Caterpillar dealerships and industry publications.

The Results

The promotion generated more than 40,000 entries with a database of nearly 7,500 qualified leads, more than double expectations.  Caterpillar dealers now have a base for ongoing lead conversion and dialogue with potential customers.

In addition, Caterpillar reported a sales uplift during the period directly attributable to the program.