With a vision to launch a revolutionary, next generation machine control platform across a multiple grading fleets, Trimble needed to navigate a complex, multi-phased product rollout landscape.
A bold, progressive phased launch campaign that maintained consistent tonality over time while evolving strategic reach and impact created an iconic identity that was reinforced through each new product addition.
With a vision to launch a revolutionary, next generation machine control platform across a multiple grading fleets, Trimble needed to navigate a complex product rollout landscape muddied by capability uncertainty, shifting timelines and a phased launch approach.
In order to lay the foundation for singular product adoption while paving the way for the full-family rollout, BrandJuice used immersive insights to tap into the tough, gritty mindset of the target customer and unearth distinct differentiation opportunity—ultimately developing a multi-year product launch plan with accompanying creative campaign execution.
As the phased launch rolled out over a two-and-a-half-year span, BrandJuice established a bold, progressive campaign that maintained consistent tonality over time, while evolving strategic reach and impact to create an iconic identity that was reinforced with each new product addition. Generating pre-launch anticipation, platform loyalty and global industry buzz, the campaigns established Earthworks as a true industry game-changer that empowers customers to break ground on new ways to think, work and do more with dirt than ever before.
