Brief: To support and promote JCB products and services through effective marketing and creative design.
Approach: We have produced advertising, direct mail and literature to target plant hirers and construction companies within the UK for their mini excavators to generate sales leads. The campaign was extremely well received: sales were up 50% on forecast within the first 12 months of launch.
We also helped launch the new micro excavator to small builders and landscape gardeners. Our creative concept focused on the product’s USP of being small enough to fit through a standard doorway. We developed an integrated campaign of activity including advertising, direct mail and point of sale material. The direct mail targeted small builders featuring a bespoke printed tape measure, exactly 2ft 6inches wide – the exact width of the micro excavator – demonstrating that the digger actually does fit through a doorway. POS featured a display unit and leaflet that was distributed to all JCB dealerships.
Yes were also briefed to help launch the new JCB 533-105 Loadall to housebuilders and demonstrate its ability to reach up to a two-storey building. We developed a creative direct mail piece that utilised cardboard engineering to illustrate the key benefits of the machine. The mailing was targeted at contractors and sub-contractors building new houses to encourage uptake. Use of an innovative printed format, that was highly relevant to the product, immediately engaged with the target audience.