CAT® 306 CR - LIFT MORE

This initiative aimed to raise awareness for the new mini excavator, the Cat® 306 CR. To accomplish awareness objectives, we created a short video series focusing on key value messages of the 306 CR. The videos and the campaign were centered around a key differentiator and a popular topic of customer feedback — its superior lift capacity. To accomplish this, we created a concept centered on humor and disruptive visuals which personifies the 306 CR as a workout “machine” in a local gym. With a benefit-focused theme, a nearly universally relatable setting and plenty of room for relevant jokes — the “lift more” concept catches the eye of our audience across digital media channels and invites them to see the 306 CR in action, from the gym to the jobsite.
Customers inspired the making of the Cat 306 CR. It’s loaded with options and differentiators — none more striking than its lift capacity. An industry leader, the 306 CR maxes out over 8,000 pounds and does a whole lot more than lift weights. It lifts performance numbers, bottom-line profits, and it’s ready to lift excitement around the industry. Sensationalizing its lift capacity, we personify the 306 CR as a weight-lifting legend, grabbing attention with humor and building awareness of real stats. Cue the Rocky music. Get the sweatbands ready. It’s time to lift more with the 306 CR.