- Construction
- DeliverablesAdvertising, Email Marketing, Endemic Media, Motion Studio, Programmatic Media
BEAT-UP BEATS BRAND NEW IN THIS BRAND CAMPAIGN
Takeuchi’s toughness has never been in question. The compact construction equipment manufacturer has earned a reputation for track loaders, wheel loaders and excavators that never take a day off. But, the company’s sales-based advertising approach was lacking an emotional connection to their audience. So we stepped in with a top-of-mind strategy to amplify the value of a well-built, never-quit Takeuchi fleet.
NAILING THE TOUGH-AS-NAILS MESSAGE
Seasoned construction workers will tell you the shiniest equipment on the job site doesn’t make it the best. Dings and dents are badges of honor – and Takeuchi equipment that never quits is covered in them. Equipment operators know they’re easy to use, hard to break and always ready for more. Our advertising campaign told Takeuchi’s story with real visuals from residential and commercial construction sites, gritty motion graphics and bold, assertive messaging befitting of tireless toughness.
TALKING DIRT IN THE DIGITAL SPACE
We took our durability messaging direct to to rental equipment centers, construction fleet managers and equipment operators. The digital marketing ads brought Takeuchi’s tough talk online, driving traffic to a dedicated campaign landing page.
MAKING INROADS THROUGH INBOXES
Email marketing was a vital component of our campaign and a major boost to Takeuchi’s database marketing. Takeuchi emails were distributed to targeted recipients to build a prospect pipeline and reach their vehicles’ operators.
SPACE TO DIG DEEPER
Our campaign landing page tied the experience together with Takeuchi’s new brand messaging, vehicle lineup details, dealer locator and newsletter signup.
