Cat - Backhoe Loader
Ad campaign
Challenge
The goal of this campaign was to ensure the Cat BHL 426 remained top of mind for new customers in Saudi Arabia, the UAE, and South Africa, with a secondary focus on the CIS region, ultimately driving leads and sales.
Smaller customers who handle purchasing, servicing, and operations themselves often perceive Caterpillar as too expensive. The campaign needed to shift this perception by highlighting the Cat BHL 426’s durability, efficiency, and adaptability, reinforcing its value as a long -term investment.
Additionally, Cat dealers reported that marketing materials often felt "Americanised" and not tailored to markets outside the US. The campaign’s creative approach had to incorporate locally relevant elements that resonated with specific regional audiences, ensuring cohesive yet culturally attuned messaging.
The work
We developed the "Any Task, Anywhere" campaign as the foundation of our strategy. The visuals positioned the Cat BHL 426 as the central focus, integrating it into urban and rural landscapes to highlight its versatility across different terrains. Recognisable regional landmarks, such as Dubai’s Museum of the Future were incorporated to create a local connection and address the demand for marketing materials that felt more regionally relevant.
We created a comprehensive suite of multi-channel assets tailored to each individual region, including key visuals for out-of-home (OOH) advertising, digital ads, social media content, YouTube in-ad videos, and offline materials such as dealer brochures and display collateral.
My role
Creative ideation, art direction & design
