CATERPILLAR Case Study

Design + Marketing for the real worlD

2Case Study

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EuropE And BEyond

Caterpillar is the world’s leading manufacturer of

construction and mining equipment, diesel and

natural gas engines diesel-electric locomotives

and industrial turbines.

Voice works on a wide range of marketing and design

projects for Caterpillar and increasingly we’ve been

developing advertising campaigns for multi-lingual

global markets.

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project services

» 3d CGI » Photo retouching & image creation » Art direction » Animation & film » Project management

3d cgi renders & animation

We created a suite of photo realistic 3d renders for various machines which are used in digital channels - web, film, animation and more traditional marketing channels where we have retouched the machine into real-time photography settings. These have been used across global print campaigns to promote the machine.

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project services

» 3d CGI » Photo retouching & image creation » Art direction » Animation & film » Project management

BHL teaser campaign

With the launch of a new Backhoe Loader, we have been working with the project engineers and marketing teams to produce a series of ‘teaser’ animations and 3d CGI rendered still images for press and dealers. For launch preparation and internal dealer briefings, we have created a suite of 3d CGI graphics which focus on the capabilities of the machine both internally and externally.

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project services

» 3d CGI » Photo retouching & image creation » Art direction » Animation & film » Project management

image creation

We are often tasked with creating images for specific campaigns.By using a mix of 3d CGI technologies and real-time photographs, we can create imagery that clearly demonstrates the benefits of the machine - in any setting, anywhere in the world.

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project services

» Copy writing » Concept design » Print & digital design » Artwork production » HTML code & build » Project management

eame turnKey campaign

Caterpillar Turn Key Package is an integrated campaign across Europe, Africa and the Middle East (EAME). Dealers across these regions have a diverse range of customers across a variety of industries. The campaign is a way of educating, promoting dialogue and creating new business opportunities through targeted open-houses.

To increase the effectiveness of the campaign, we identified sub categories within the two main sectors of Agriculture and Construction and created a compelling suite of communications across DM, Advertising, Digital and Point of Sale which resonated with the audience, increasing enquiries.

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project services

» Copy writing » Concept design » Print & digital design » Artwork production » HTML code & build » Project management

teLeHandLer frencH campaign

The telehandler industry is one of the fastest evolving in the Building Construction Products division within Caterpiller.We were tasked with increasing the awareness of the new TH C Series within the French Agriculture sector though an integrated campaign comprising of print, digital and online advertising.

A variation of creative routes utilising a mix of photography, CGI renders of the machine and compelling copy gave insight into the most successful combinations. The measurement of success was tracked through an online lead generation platform.

L’assurance d’un bon investissement

votre chariot télescopique cat à partir de

romain a l’esprit tranquille. il vient de prendre la décision de travailler avec :

son tH337c est un bon investissement, et il le sait.

et vous ?

> un matériel stable, robuste, qui assure sa sécurité,

> une équipe de professionnels toujours disponibles, sur qui, il peut compter,

> une marque mondialement reconnue, en neuf comme en occasion, ce qui lui garantira la valeur de son matériel.

779 € /mois**

**Exemple pour un chariot télescopique Cat TH336C d’une valeur de 55 000€, en location financière pour une durée de 72 mois, utilisation maximum 1000 heures/an. Sous réserve d’acceptation par Caterpillar Finance France SA.

©2014 Caterpillar Tous droits réservés. CAT, CATERPILLAR, leurs logos respectifs, la couleur « Caterpillar Yellow » et l‘habillage commercial « Power Edge », ainsi que l‘identité visuelle de l‘entreprise et des produits qui figurent dans le présent document, sont des marques déposées de Caterpillar qui ne peuvent pas être utilisées sans autorisation.

Avec un centre de gravité bas, un empattement optimisé et une flèche parfaitement centrée, l’architecture unique des TH Cat® procure aux chariots télescopiques un équilibre et une stabilité incomparable.

Caterpillar met son expérience au service des entrepreneurs de l’agriculture depuis plus d’un siècle, et vous accompagne tous les jours en France avec plus de 1300 professionnels issus de nos meilleurs centres de formation. *Guide des prix de revient des CUMA 2013, entretien 1000 h

cat®, des machines conçues pour l’agriculture. Plus de details et liste de nos concessionnaires sur www.catcompacts.fr

CAT0023_C4_half page_200mm x 135mm_AW_01.indd 1 21/03/2014 10:42

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project services

» Concept design » Graphic design » Artwork production » Technical proof reading » Project management

Bcp seLLing guide

The goal of the competitor selling guide is to have one single document that each sales person can quickly refer to when in need of key facts and data to drive the value of our products against the competition. The 200 page document has been distributed around Europe, all translated into their respective languages.

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project services

» Copy writing » Concept & graphic design » Project management » CGI , Image creation & retouching » Artwork production » HTML code and build

K-series new product LauncH campaign

We were tasked with creating a multi-lingual campaign to announce the launch of the new K-Series Compact Wheel Loader.The driving force behind the change was to comply with not only emission regulations, but significant updates across the machine.The copy pitches seemingly incompatible product benefits against

each other then explains how they are not mutually exclusive but are combined in the new Cat K Series Compact Wheel Loader and the use of CGI imagery retouched into real-time photography gives the campaign the flexibility to adapt imagery for global geographical locations.

WE contriButE to your Bottom linE

Of course we’re a creative agency, so we

develop distinctive brands and create

compelling marketing communications.

But we think what you really want to

know is that everything we do is designed

to convince prospects to buy, customers

to buy more and internal teams to buy-in.

Isn’t that the bottom line?

thAnk you for your timE

To find out more

call us on +44 (0) 116 239 6661email [email protected]

or visit realworldthinking.co

lEicEstErshirE

Winding House, 24 Narborough Wood Park, Desford Road,

Enderby, Leicestershire LE19 4XT United Kingdom

london

One Alfred Place, 1 Alfred Place, London,

WC1E 7EB United Kingdom