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.
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.
A print campaign used the arresting cutaway imaging and real-people photography to introduce the concept.
Email communications helped play up the Crews Across America giveaway to drum up excitement for the campaign.
Digital display ads drove the audience to a dedicated landing page to learn more about the new equipment and the giveaway.
Pre-roll spots used an animated world and quick-hit voiceover to introduce the Crews Across America giveaway.
We upped the ante by giving away a trip to Las Vegas for the CONEXPO-CON/AGG 2020 show.
The Las Vegas giveaway was also heavily promoted through digital display units.
A separate landing page for the giveaway to CONEXPO-CON/AGG 2020 helped capture leads and introduce new products.
Remarketing ads targeted interested prospects with a focused message on the giveaway, with a slightly altered design to capture attention.