Perkins Engines is one of the world’s leading manufacturers of off-highway diesel engines for the construction, agriculture, materials handling and power generation markets. An existing Ledger Bennett DGA client, the company briefed us to help to raise global awareness of their Tier 4 emissions-compliant engines and position them as technology leaders in the market.
Aimed at key decision makers and influencers of OEMs in given markets, the campaign sought to differentiate Perkins from competitors by highlighting their fresh approach to engine manufacturing. Uniquely within this sector, the company works with customers via collaborative, solution-focused ‘Technology Integration Workshops’ to achieve business goals.
The campaign used striking, engaging, bright 2D graphic creative, which also served to highlight Perkins’ environmental proposition, together with the headline ‘Tier 4 Air’. The first phase of the campaign utilised press advertising in key journals, direct marketing, exhibitions and PR, all supported by a detailed microsite featuring rich media presentations and animations.
The campaign has had a significant influence industrywide, encouraging positive comments from trade journal editors, and appreciation from Perkins’ worldwide distributors. The second phase of the campaign will be a drive through the distribution network utilising further brand-building techniques along with carefully-aligned sponsorship projects.
Perkins has now performed around 200 Technology Integration Workshops events worldwide, and has successfully integrated engines into over 500 customer installations across all major sectors, from ride-on mowers all the way up to combine harvesters and excavators.