"It's the John Wayne approach. We go right after them," Gangi said. The "them," in this case, is Case's target audience of owners and managers of construction and landscaping companies. "We wanted to position Case across a series of attributes including productivity and comfort," Gangi said. Thus the powerful headline in a vibrant yellow that matches the backhoe: "More Comfortable Controls=More Productive Operators. You Do The Math."
For the benefit of buyers and specifiers of the product, the backhoe commands center stage in the ad as it pounds away at a patch of concrete in an urban setting.
The friendly sounding copy is just as straightforward: "Make those long hours easier in the Case 580 Super M+. Its fully adjustable pilot controls and wrist rests provide the most fatigue-free fit available. An in-cab control pattern change switch gives you freedom to work your own style."
The ad and its companion pieces rolled out in an insert that appeared in a special issue of Construction Equipment in advance of the CONEXPO-CON/AGG trade show in Las Vegas. The show in March of this year attracted about 125,000 industry professionals from around the world.
To integrate the effort, Case's booth there tapped the same bold, yellow headlines that helped stopped readers. "The print campaign was designed to drive people to the booth. And the bodies were there this year," Gangi said.