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CATERPILLAR Case Study

Voice Brand Design
Voice Brand Design

Our work for CATERPILLAR in the UK covers CGI, Animation, Image retouching and multi-lingual marketing campaigns across global regions

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Design + Marketing for the real world
2Case Study
3 Europe And Beyond Caterpillar is the worlds leading manufacturer of construction and mining equipment, diesel and natural gas engines diesel-electric locomotives and industrial turbines. Voice works on a wide range of marketing and design projects for Caterpillar and increasingly weve been developing advertising campaigns for multi-lingual global markets.
4 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management 3d cgi renders & animation We created a suite of photo realistic 3d renders for various machines which are used in digital channels - web, film, animation and more traditional marketing channels where we have retouched the machine into real-time photography settings. These have been used across global print campaigns to promote the machine.
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8 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management BHL Teaser campaign With the launch of a new Backhoe Loader, we have been working with the project engineers and marketing teams to produce a series of teaser animations and 3d CGI rendered still images for press and dealers. For launch preparation and internal dealer briefings, we have created a suite of 3d CGI graphics which focus on the capabilities of the machine both internally and externally.
9 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management image creation We are often tasked with creating images for specific campaigns. By using a mix of 3d CGI technologies and real-time photographs, we can create imagery that clearly demonstrates the benefits of the machine - in any setting, anywhere in the world.
10 project services 損損 Copy writing 損損 Concept design 損損 Print & digital design 損損 Artwork production 損損 HTML code & build 損損 Project management EAME TurnKey campaign Caterpillar Turn Key Package is an integrated campaign across Europe, Africa and the Middle East (EAME). Dealers across these regions have a diverse range of customers across a variety of industries. The campaign is a way of educating, promoting dialogue and creating new business opportunities through targeted open-houses. To increase the effectiveness of the campaign, we identified sub categories within the two main sectors of Agriculture and Construction and created a compelling suite of communications across DM, Advertising, Digital and Point of Sale which resonated with the audience, increasing enquiries.
11 project services 損損 Copy writing 損損 Concept design 損損 Print & digital design 損損 Artwork production 損損 HTML code & build 損損 Project management Telehandler french campaign The telehandler industry is one of the fastest evolving in the Building Construction Products division within Caterpiller. We were tasked with increasing the awareness of the new TH C Series within the French Agriculture sector though an integrated campaign comprising of print, digital and online advertising. A variation of creative routes utilising a mix of photography, CGI renders of the machine and compelling copy gave insight into the most successful combinations. The measurement of success was tracked through an online lead generation platform. Lassurance dun bon investissement votre chariot t辿lescopique cat partir de romain a lesprit tranquille. il vient de prendre la d辿cision de travailler avec: son tH337c est un bon investissement, et il le sait. et vous? > un mat辿riel stable, robuste, qui assure sa s辿curit辿, > une 辿quipe de professionnels toujours disponibles, sur qui, il peut compter, > une marque mondialement reconnue, en neuf comme en occasion, ce qui lui garantira la valeur de son mat辿riel. 779/mois** **Exemple pour un chariot t辿lescopique Cat TH336C dune valeur de 55 000, en location financi竪re pour une dur辿e de 72 mois, utilisation maximum 1000 heures/an. Sous r辿serve dacceptation par Caterpillar Finance France SA. 息2014 Caterpillar Tous droits r辿serv辿s. CAT, CATERPILLAR, leurs logos respectifs, la couleur 束 Caterpillar Yellow 損 et lhabillage commercial 束 Power Edge 損, ainsi que lidentit辿 visuelle de lentreprise et des produits qui figurent dans le pr辿sent document, sont des marques d辿pos辿es de Caterpillar qui ne peuvent pas 棚tre utilis辿es sans autorisation. Avec un centre de gravit辿 bas, un empattement optimis辿 et une fl竪che parfaitement centr辿e, larchitecture unique des TH Cat速 procure aux chariots t辿lescopiques un 辿quilibre et une stabilit辿 incomparable. Caterpillar met son exp辿rience au service des entrepreneurs de lagriculture depuis plus dun si竪cle, et vous accompagne tous les jours en France avec plus de 1300 professionnels issus de nos meilleurs centres de formation. *Guide des prix de revient des CUMA 2013, entretien 1000 h cat速 , des machines con巽ues pour lagriculture. Plus de details et liste de nos concessionnaires sur www.catcompacts.fr CAT0023_C4_half page_200mm x 135mm_AW_01.indd 1 21/03/2014 10:42
12 project services 損損 Concept design 損損 Graphic design 損損 Artwork production 損損 Technical proof reading 損損 Project management BCP selling Guide The goal of the competitor selling guide is to have one single document that each sales person can quickly refer to when in need of key facts and data to drive the value of our products against the competition. The 200 page document has been distributed around Europe, all translated into their respective languages.
13 project services 損損 Copy writing 損損 Concept & graphic design 損損 Project management 損損 CGI , Image creation & retouching 損損 Artwork production 損損 HTML code and build K-Series New product Launch campaign We were tasked with creating a multi-lingual campaign to announce the launch of the new K-Series Compact Wheel Loader. The driving force behind the change was to comply with not only emission regulations, but significant updates across the machine. The copy pitches seemingly incompatible product bene鍖ts against each other then explains how they are not mutually exclusive but are combined in the new Cat K Series Compact Wheel Loader and the use of CGI imagery retouched into real-time photography gives the campaign the flexibility to adapt imagery for global geographical locations.
We contribute to your bottom line Of course were a creative agency, so we develop distinctive brands and create compelling marketing communications. But we think what you really want to know is that everything we do is designed to convince prospects to buy, customers to buy more and internal teams to buy-in. Isnt that the bottom line?
thank you for your time To find out more call us on +44 (0) 116 239 6661 email us@realworldthinking.co or visit realworldthinking.co leicestershire Winding House, 24 Narborough Wood Park, Desford Road, Enderby, Leicestershire LE19 4XT United Kingdom london One Alfred Place, 1 Alfred Place, London, WC1E 7EB United Kingdom

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CATERPILLAR Case Study

  • 1. Design + Marketing for the real world
  • 3. 3 Europe And Beyond Caterpillar is the worlds leading manufacturer of construction and mining equipment, diesel and natural gas engines diesel-electric locomotives and industrial turbines. Voice works on a wide range of marketing and design projects for Caterpillar and increasingly weve been developing advertising campaigns for multi-lingual global markets.
  • 4. 4 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management 3d cgi renders & animation We created a suite of photo realistic 3d renders for various machines which are used in digital channels - web, film, animation and more traditional marketing channels where we have retouched the machine into real-time photography settings. These have been used across global print campaigns to promote the machine.
  • 5. 5
  • 6. 6
  • 7. 7
  • 8. 8 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management BHL Teaser campaign With the launch of a new Backhoe Loader, we have been working with the project engineers and marketing teams to produce a series of teaser animations and 3d CGI rendered still images for press and dealers. For launch preparation and internal dealer briefings, we have created a suite of 3d CGI graphics which focus on the capabilities of the machine both internally and externally.
  • 9. 9 project services 損損 3d CGI 損損 Photo retouching & image creation 損損 Art direction 損損 Animation & film 損損 Project management image creation We are often tasked with creating images for specific campaigns. By using a mix of 3d CGI technologies and real-time photographs, we can create imagery that clearly demonstrates the benefits of the machine - in any setting, anywhere in the world.
  • 10. 10 project services 損損 Copy writing 損損 Concept design 損損 Print & digital design 損損 Artwork production 損損 HTML code & build 損損 Project management EAME TurnKey campaign Caterpillar Turn Key Package is an integrated campaign across Europe, Africa and the Middle East (EAME). Dealers across these regions have a diverse range of customers across a variety of industries. The campaign is a way of educating, promoting dialogue and creating new business opportunities through targeted open-houses. To increase the effectiveness of the campaign, we identified sub categories within the two main sectors of Agriculture and Construction and created a compelling suite of communications across DM, Advertising, Digital and Point of Sale which resonated with the audience, increasing enquiries.
  • 11. 11 project services 損損 Copy writing 損損 Concept design 損損 Print & digital design 損損 Artwork production 損損 HTML code & build 損損 Project management Telehandler french campaign The telehandler industry is one of the fastest evolving in the Building Construction Products division within Caterpiller. We were tasked with increasing the awareness of the new TH C Series within the French Agriculture sector though an integrated campaign comprising of print, digital and online advertising. A variation of creative routes utilising a mix of photography, CGI renders of the machine and compelling copy gave insight into the most successful combinations. The measurement of success was tracked through an online lead generation platform. Lassurance dun bon investissement votre chariot t辿lescopique cat partir de romain a lesprit tranquille. il vient de prendre la d辿cision de travailler avec: son tH337c est un bon investissement, et il le sait. et vous? > un mat辿riel stable, robuste, qui assure sa s辿curit辿, > une 辿quipe de professionnels toujours disponibles, sur qui, il peut compter, > une marque mondialement reconnue, en neuf comme en occasion, ce qui lui garantira la valeur de son mat辿riel. 779/mois** **Exemple pour un chariot t辿lescopique Cat TH336C dune valeur de 55 000, en location financi竪re pour une dur辿e de 72 mois, utilisation maximum 1000 heures/an. Sous r辿serve dacceptation par Caterpillar Finance France SA. 息2014 Caterpillar Tous droits r辿serv辿s. CAT, CATERPILLAR, leurs logos respectifs, la couleur 束 Caterpillar Yellow 損 et lhabillage commercial 束 Power Edge 損, ainsi que lidentit辿 visuelle de lentreprise et des produits qui figurent dans le pr辿sent document, sont des marques d辿pos辿es de Caterpillar qui ne peuvent pas 棚tre utilis辿es sans autorisation. Avec un centre de gravit辿 bas, un empattement optimis辿 et une fl竪che parfaitement centr辿e, larchitecture unique des TH Cat速 procure aux chariots t辿lescopiques un 辿quilibre et une stabilit辿 incomparable. Caterpillar met son exp辿rience au service des entrepreneurs de lagriculture depuis plus dun si竪cle, et vous accompagne tous les jours en France avec plus de 1300 professionnels issus de nos meilleurs centres de formation. *Guide des prix de revient des CUMA 2013, entretien 1000 h cat速 , des machines con巽ues pour lagriculture. Plus de details et liste de nos concessionnaires sur www.catcompacts.fr CAT0023_C4_half page_200mm x 135mm_AW_01.indd 1 21/03/2014 10:42
  • 12. 12 project services 損損 Concept design 損損 Graphic design 損損 Artwork production 損損 Technical proof reading 損損 Project management BCP selling Guide The goal of the competitor selling guide is to have one single document that each sales person can quickly refer to when in need of key facts and data to drive the value of our products against the competition. The 200 page document has been distributed around Europe, all translated into their respective languages.
  • 13. 13 project services 損損 Copy writing 損損 Concept & graphic design 損損 Project management 損損 CGI , Image creation & retouching 損損 Artwork production 損損 HTML code and build K-Series New product Launch campaign We were tasked with creating a multi-lingual campaign to announce the launch of the new K-Series Compact Wheel Loader. The driving force behind the change was to comply with not only emission regulations, but significant updates across the machine. The copy pitches seemingly incompatible product bene鍖ts against each other then explains how they are not mutually exclusive but are combined in the new Cat K Series Compact Wheel Loader and the use of CGI imagery retouched into real-time photography gives the campaign the flexibility to adapt imagery for global geographical locations.
  • 14. We contribute to your bottom line Of course were a creative agency, so we develop distinctive brands and create compelling marketing communications. But we think what you really want to know is that everything we do is designed to convince prospects to buy, customers to buy more and internal teams to buy-in. Isnt that the bottom line?
  • 15. thank you for your time To find out more call us on +44 (0) 116 239 6661 email us@realworldthinking.co or visit realworldthinking.co leicestershire Winding House, 24 Narborough Wood Park, Desford Road, Enderby, Leicestershire LE19 4XT United Kingdom london One Alfred Place, 1 Alfred Place, London, WC1E 7EB United Kingdom