Caterpillar Inc. is the world’s leading manufacturer of construction and mining equipment, diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives.
While firmly #1 in the United States, the Caterpillar® Paving Products division lagged behind the brand’s other divisions on an international stage. The division had a strong foundation but needed help telling its specific story to improve sales and perception globally.
The first chapter in CAT Paving Products’ new story opened alongside a newly constructed Visitor Center at their division headquarters. Guests of the facility are greeted with bold images of pacing sites and enormous equipment showrooms. As visitors stay to conduct business, they’re treated to both comfort and education, including a visitors-only lounge area, on-site demonstration area and a machine training lab.
The Visitor Center was an instant success and Caterpillar needed to act quickly to leverage the momentum to progress on a grander scale.
Working with the Paving team, we concepted and developed a world-class digital and environmental experience to raise awareness of Paving as a serious global player, drive engagement and generate sales in a new dynamic way. The goal was to take the essence of the Visitor Center beyond the physical venue.
We raised awareness through an enhanced dealer kit featuring the latest product updates, business trends and corporate information. We drove engagement by developing sales tools that empower the dealer network to engage in meaningful conversations with customers. We supported sales by designing a state-of-the-art showroom to demonstrate the latest products and position CAT as a world leader in innovation.