Cannes Lions

CONSTRUCTION EQUIPMENT

STARLINK WORLDWIDE, Chicago / CATERPILLAR / 2006

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

The Caterpillar-themed motorcycle build embodied the Caterpillar brand in a custom “Chopper” created by the Teutel family (the show’s celebrity mechanics), using Caterpillar equipment components. This literally made Caterpillar “one” with the target’s icon for traditional, real American machinery. Excitement for the show, the motorcycle and the Teutels created synergy which fueled record attendance and sales as men came to Caterpillar dealers to view the motorcycle, interact with the Teutels and learn about Caterpillar equipment.

Outcome

The programme led to TRIPLE the expected turn-out at dealers and shows. The programme aligned the Caterpillar brand with the target male passion in a tangible way by integrating the brand with iconic motorcycles and “American Chopper.” Consumer-generated excitement fueled branding synergy in print, online and word-of-mouth buzz.

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