Going National

Trenches.

In The

My first major project at Gelia turned out to be a real doozy. Good. Bad. Success. Bust. Mixed results, I guess you'd say. But it was an exhilarating ride from beginning to end. I wouldn't trade the knowledge gained for all the attaboys in the world.

Because we set out to make an experience.

And I'd say we all left more experienced.

Before I started work in the high-stakes world of Retail Awareness, I was bouncing around from product group to product group, learning the ropes.

But today, we got the call.

The Cat Mini Excavator team is betting big.

Parts of our team (including myself, from time-to-time) had worked on the unveiling and launch of their new product line. A completely revamped product line that, in hindsight, truly revolutionized the industry.

So, what's the problem?

Even with a brand as popular as Cat, plenty of industry vets have no clue that Caterpillar makes MINI Excavators.

That's gotta change.

brief insights

target

goals

challenges

OWNER/OPERATOR

Expert and novice operators alike
Unfamiliar w/ Cat compact equipment
Wants a better operator experience

DEFINING SUCCESS

Launch an overhauled product line
Engage dealers w/ their communities
Capture leads at a national scale

THE UNEXPECTED

Reluctance to adopt new tech
Wariness of Cat dealers
The insanity of running a roadshow

Digging In

CONCEPTING

Just a small request.

The client dared us to dream big. So we did.

Intial concepts came quick enough. We pitched experiential concepts, traveling displays and interactive installations. We suggested venues, reviewed logistics and gauged dealer interest.

Bigger, they said.

With that push, we brought all our ideas into one place, whittling them down to a fine point.

Let's do a roadshow.

In The Trenches reflected the products' importance to the market place, all while adhering to its sister campaigns' goals of endearing Cat dealers to their communities.

We partnered with vendors, creatives and engineers. We enlisted dealers, wrote contracts with venues and sponsored major events.

Then we just made a kickass show.

Slingin’ Dirt

LOOK + FEEL

It’s a long road to the starting line.

Ok, cool. We're doing a roadshow. Now what?

What's the theme? What's the look? Hell, what are we gonna do about art? No inventory. No new photography. No 3D models.

By day we directed our partners, and by night we didn't sleep because we still had design work to do. We used that time to develop a look and feel that we didn't have assets to complete. We weren't even sure we'd ever get them. It was a rough time.

There were moments it seemed impossible. Like the whole show was about to collapse.

But eventually, the CAD files came.

And slowly from there, everything else fell into place. While our partners put the finishing touches on the experience itself, we made the machine look heroic, with messaging that played up the unique features they brought to the table.

We’re Off To The Races

BEHIND THE SCENES

A few pitstops along the way.

The day eventually came, and so did the trucks.

We watched it all unfold, literally. And besides the ones attached to the semis, it all went off without a hitch. The games were fun, the vibes were chill, and the showstopper stopped the show.

We did it!

Well, more or less.

A Real Gritshow

EXPERIENTIAL

A first-class seat for everyone.

Oh yeah, the showstopper I mentioned.

Yeah, it was pretty cool. And it punched way above its weight-class, given the time and budgetary constraints.

Sure, it's a bit cheesy in spots. And it ended up with a bit more talking and a lot less action than I would've preferred. But it did what we set out to do. It nearly justifed the existence of the roadshow on its own.

An interactive, multimedia experience that put visitors in a genuine Cat Mini Excavator operator's seat, as the machine is built around the viewer, from the ground up. And believe you, me — it never broke down.

Still.

Way cooler than some 'making of' video, right?

Dealer’s Delight

PROMOTIONAL ASSETS

Since you’re already here.

The roadshow would've amounted to nothing without the support and engagement we received from participating dealers.

But that support was hard-won.

Sure, they were excited for the prospect, but it came with some trepidation. To show our support in kind - and to give them a roadmap for success - we developed dozens of customized dealer assets. Giving them a comprehensive toolkit to promote their local roadshow stop to their existing customer bases and communities, at large.

Social Butterflies

MINI EXCAVATOR SWEEPSTAKES

Because sharing is daring.

It's no secret.

At least it shouldn't be. And our social promotion for the tour was built on that foundation.

This was a big deal, and we just had to let the Cat out of the bag. So we promoted nationally, targeted locally and impacted at home. Bringing new and return customers alike into their local dealerships to make lasting connections.

Lessons Earned

LOOKING BACK

Steady as she shows.

The tour itself was a success.

A logistical nightmare, but a succesful one. Because in spite of dotting every 'i' and crossing every 't', every decision maker involved underestimated the impact and enormity of the project, and the oomph needed to make it happen in the first place. Our team manned every stop. Our partners handled logistics at a full-time pace. Our clients and dealer personnel alike helped to shoulder the burden. And still, it was barely enough.

For every sponsorship, a dropout. Every lead, a breadown. And every sale, a hundred lost man-hours.

The biggest takeaway?

Don't bite off more than you can chew.