THE FUTURE OF HEAVY EQUIPMENT
How do you win the hearts and minds of SME construction and logistics sector? What drives and connects them? How can we connect our unique positioning to their worlds?
- Qualitative Research
- Business Insights
- Brand Strategy
- Marketing & Communication Strategy
- Social Media Strategy
- Innovation Strategy
- Product Strategy
- Workshop Facilitation
- Concept Development
- Copywriting
- Creative Direction
- Art direction
- Graphic Design
- Motion Design
- Photography
- Digital Content
- Consumer Insights
- Focus Groups
- Trend Analysis
- Sustainability Strategy
- Brand Positioning
- Brand Storytelling
- Brand Campaigns
- Brand Prototyping
- Customer Journey Mapping
- Brand Purpose
- Qualitative Research
- Business Insights
- Brand Strategy
- Marketing & Communication Strategy
- Social Media Strategy
- Innovation Strategy
- Product Strategy
- Workshop Facilitation
- Concept Development
- Copywriting
- Creative Direction
- Art direction
- Graphic Design
- Motion Design
- Photography
- Digital Content
- Consumer Insights
- Focus Groups
- Trend Analysis
- Sustainability Strategy
- Brand Positioning
- Brand Storytelling
- Brand Campaigns
- Brand Prototyping
- Customer Journey Mapping
- Brand Purpose
Through qualitative customer research in the construction and logistics sector, we found out that while their backgrounds, roles and reasons for leasing heavy equipment might be different, what drives and connects them is similar: a deep-rooted love for their equipment and pride in their work.
We also learned that almost every person from our research, from Trucker to CEO, could relate to a particular type of music that is still unprecedentedly popular with this audience: songs of life (het levenslied). And as our audience listens to the radio all day long, what better way to reach them with a musical campaign? So, we wrote 2 songs (now on Spotify) that focused on getting across the right message to the right audience.
The print campaign showed proud equipment owners singing in front of their trucks, shovels or dump-trucks and were captioned by headlines that were made famous by other ‘Levensliederen’.
Specific targeting on the radio and in magazines for the construction, infrastructure and logistics sector, as well as newspaper sections about these segments, resulted in a waste-less campaign and immediately generated a large uptick in leads and lease contracts. Local launches at Truckstops and constructions sites with surprise performances by national heroes such as Henk Wijngaard en John de Bever gave the brand nation-wide recognition.
