Dressta Product Launch at ConExPo
Debuting at the start of 2020 at Las Vegas ConExpo, LiuGong Dressta launched their Red Dot award winning bulldozer – the TD-16N. This dozer features a revolutionary design putting visibility, safety, and performance at the heart of the machine. CWA were tasked with creating the marketing collateral and digital content to support the launch, generating social media buzz and maximising customer touch points with sales messages.
CWA created a series of 9 videos to introduce the machine featuring a mixture of real-world footage, interviews with the lead designers, and reviews from real operators. These engaging and exciting videos were distributed as part of a 6-week social media strategy focused on engaging followers and maximising reach. Supporting the social channel, CWA created digital assets including a microsite to act as a central resource for all information on the dozer as well as web banners and email templates for dealers to use with customers. Brochures and point of sale items were also created to support the launch.
The culmination of this campaign was the reveal of the dozer at Con Expo with CWA providing PR, social media content, and on-site presentation support for the launch. With the show’s success, and the thousands of views for the videos, the campaign has been seen as a benchmark for new launches going forwards.