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Successful product launch even without any product images

Digital, Print, Website, POS


Terex Corporation is a global manufacturer of lifting and material processing products and services, delivering lifecycle solutions that maximise customer return on investment.

Terex solutions serve a broad range of industries, including construction, infrastructure, manufacturing, shipping, transportation, refining, energy, utilities, quarrying and mining.

Terex offers financial products and services to assist in the acquisition of Terex equipment through Terex Financial Services.

The challenge

For the introduction of the new TLB870 to the market (an addition to their backhoe loader range), we were challenged to create a memorable launch campaign.

The launch needed to engage and turn the heads of dealers across the world, as well as raise awareness of the benefits of the product.

Our biggest challenges was the lack of a single image available to us, as the TLB870 had yet to go into production, and also no one had heard of the TLB870 as part of the backhoe range. So how do we create the excitement and buzz without showing the product?

The creative focused on tight, bold, abstract crops of the TLB870 name, with the idea of creating intrigue, anticipation and suspense.

A microsite with 4 different activities was built. Each activity was based around raising awareness of the soon to be revealed product as well as giving dealer access to valuable tools such as; technical specifications, a walk-around video and a powerpoint presentation.

Heavily branded teaser e-shots were designed and distributed encouraging dealers to register to take part in the campaign.

"The team at indigo turned this product into a brand reality and captured the essence of what the market needed to see and feel. Their ability to understand my requirements, and develop this into a successful campaign was testament of an agency who really demonstrate their capabilities."

Allison Tucker

Global Product Marketing Manager, Terex GB Ltd