Cat® Forestry | 568 and 568LL Excavators

With a concept from the brain of her superior, a junior copywriter’s search for forestry wordplay not already coined began. This campaign nationally introduced two new Cat forestry excavators and provided Cat dealers the materials to appropriately promote the machines.

BRIEF

Situation Analysis

Forestry is launching the 568 in late Q3/early Q4 and would like us to develop tactics to support this launch to help equip, train, educate, and build confidence in the dealers.

Current Perspective

Cat has continually served the forestry industry, with a steady market share of #2 or 3 in the business, even with the sell-off of certain products.

The Problem

There is uncertainty within the forestry industry on Cat’s commitment to forestry as well as the need for internal clarification.

The Promise

Communicate internally, to dealers, and to customers that Cat is committed to the forestry industry.

Call-To-Action

Learn more about the new Cat 568 and 568LL Forestry Excavators by contacting a dealer representative.

If You Could, You Wood.

“Get the most out of the forest with the Next Generation Cat® 568. Between boosted productivity, unmatched operator comfort and notably low maintenance costs, these forest machines stand notches above the rest.”