Traditionally, JCB have had a very strong hold in the medium-size construction machinery sector. Not so the heavy end of the market where big ’360s’ are used in major projects.
The objective of this specialist B2B campaign was simple: to make the market sit up and take notice and help reposition JCB as a specialist manufacturer of heavy excavator equipment with credible and effective after sales support.
The drama and scale of the unashamedly image-led campaign and key product support messages helped to do this and start the process of what is a complex sales operation.