Doosan Infracore north america
Doosan manufactures heavy construction equipment and earthmoving machines, selling through knowledgeable machine dealers all across North America.
The heavy equipment arena is a space dominated by a couple of well-known brands. Doosan needed to continue building strong relationships with a North American demographic unfamiliar with the brand name, showing operators that Doosan equipment is the most advanced and powerful lineup of machines on the market.
During the process of working with DVI on video, we saw that their capabilities extended far beyond just producing just a 30, 60, or 90-second video spot. Their process to put [creative] together, we felt, was a good blend and a good mesh with our process within other tactical areas….That whole cohesive development process was really fun to be a part of, and to see it come together at the end with a campaign that was used in multiple different print, digital, and online tactics.
Responsible, loyal, and determined
Through market research, we learned that the average equipment operator has a supercharged personal work ethic. We developed the campaign concept with this in mind, encouraging operators to “own” their tough work with every headline.
Ads for the everyman
We also learned that operators are down-to-earth, practical individuals. We developed a campaign tone with relatable, conversational language, speaking directly to the audience in every ad.
Working hard, staying real
We knew operators wanted scenes of machines at work—completing real tasks and excavating real loads of dirt. Our campaign photography always focused on real construction sites with machines working safely and securely.
There was a study done to see how memorable the Doosan OWN IT campaign ads were in relation to other ads in industry publications. To have our ads rated as some of the most memorable was truly a satisfyingly moment as a designer. We know that we delivered our client a campaign that was truly unique and stood out among their competitors.
We created over 300 print, digital, and other mixed media ads for Doosan throughout the OWN IT campaign, publishing in dozens of physical and digital locations.
In audience surveys of print publications, OWN IT campaign ads always garnered great attention and admiration from readers, giving Doosan more and more mental real estate with potential customers.
Ironically, we came up with an “Own It” campaign, but throughout the entire process, I think we really felt like we did own it. We owned the ability to make changes; we owned the ability to really make sure [the creative work] was what we wanted….DVI really wants to make sure that the customer and their client is getting exactly what they want.