Cat® National Offer: 2022 | Tried and True
It’s time for the biannual National Offer campaign… and when life (the client) gives you lemons (the same creative restrictions) you and your art director set off to see how much you can get away with. See our twist on blue skies, machine hero shots, a script typeface, and a friendly tone.
BRIEF
Situation Analysis
Cat BCP (Building Construction Products) has historically run several (two to three) National Offer Campaigns throughout the course of a year. Each of these campaigns has its own distinct theme/concept. January 2022 marks the launch of the next BCP National Offer. The campaign will run from January 3, 2022, to June 30, 2022.
Target Audience
General Construction- 40%
Small business owners and fleet managers
Landscaping Companies- 40%
Small business owners
Snow and Ice- 10%
Small business owners
Concrete- 10%
Small business owners
The Problem
“I’d like to purchase my next machine from Caterpillar, but they are expensive, and I can’t afford one.”
The Promise
Take advantage of our current offer and save on your next Cat machine.
Call-To-Auction
Learn more about our current offer by registering to receive a quote from a dealer representative.
Tried and True
“Nothing is timeless, of course. But a savings and protection package like this is here to challenge that. When you combine the toughest equipment in the game with protection like this, it’s sure to last. Cat engineering is tried and true and even stronger when protected. Old-timey vignette and classic script type pair with copy highlighting machine longevity backed by the Protection Package.”
Dealer Kit Material
PICTURED
Counter mat, cube display, stand-up banner, flyers, outdoor banners, TV imagery, direct mail, email, dealer’s campaign quick reference, and dealer’s offer breakdown.
National Advertising Materials
PICTURED
Paid social carousels, Google display ads, print ads, Cat.com banners, Cat.com updates.
