A Powerful Choice

Doing the job right means having the right crew — and the right equipment. To motivate construction managers to ask for JLG heavy-duty access equipment, we positioned it as a critical part of the crew. Then, we doubled down by creating giveaways and special rewards that celebrated hard-working crews nationwide. The campaign ditches product beauty shots for bold imagery and real workers, all to help our audience make the right choice.

Website

A responsive website helped position the equipment lines as essential crew members, and introduced the Crews Across America contest that let the audience nominate their crew for giveaways, including a catered worksite lunch.

Print

A print campaign used the arresting cutaway imaging and real-people photography to introduce the concept.

Direct Response

Email communications helped play up the Crews Across America giveaway to drum up excitement for the campaign.

Digital

Digital display ads drove the audience to a dedicated landing page to learn more about the new equipment and the giveaway.

TV / Video Content

Pre-roll spots used an animated world and quick-hit voiceover to introduce the Crews Across America giveaway.

Direct Response

We upped the ante by giving away a trip to Las Vegas for the CONEXPO-CON/AGG 2020 show.

Digital

The Las Vegas giveaway was also heavily promoted through digital display units.

Website

A separate landing page for the giveaway to CONEXPO-CON/AGG 2020 helped capture leads and introduce new products.

Digital

Remarketing ads targeted interested prospects with a focused message on the giveaway, with a slightly altered design to capture attention.