Four machines. Four launches. Four years. That was the challenge from Terex Construction, who asked us to support them as they launched their new range of backhoe loaders. Since its invention in 1947, the backhoe loader has been an ever-present on construction sites thanks to its exceptional versatility and reliability. Our challenge was to create a campaign that mirrored this in a way that would grab attention and change perception.
We began, as always, with a little digging. First into Terex’s marketplace, then into their customer base. This revealed that both owners and operators had outdated views of the company’s product range. Change was needed, so change was delivered. Our ‘Breaking new ground’ campaign was used to launch the TLB840 backhoe and instantly repositioned Terex from being viewed as a past leader to a modern master. An immediate global hit with both dealers and customers, the campaign was successfully translated across everything from brochures and training kits, to launch events and advertising.
18% global sales increase within a year of launch
As a result, our working relationship with Terex expanded to serve their international requirements.