Crushuer product launch

See how W helped Global leader Sandvik Mining create a global launch campaign for Sandvik CH860 & CH865.

Our Challenge

Global leader Sandvik Mining asked W to help create a global launch campaign for Sandvik CH860 & CH865, two new mid-range mining crushers. In a competitive market faced with increased costs and demand slowdown, the customer focus is to lower their TCO (total cost of ownership) – put simply, to crush more for less.

The Solution

By interviewing key stakeholders in Asia and South America, we gained important insights for the creative concept development phase. We then crafted relevant, compelling messages communicating the real customer value of the crushers, and created a differentiating visual built on 3D wireframes. The verbal and visual concept was then applied to a range of online, animated and printed materials for the global launch.

Final Result

The result was a differentiating product launch campaign with clear messaging built on real insights, communicating the compelling customer benefits and real values of Sandvik’s two new mining crushers.

Play Video



  • Interviews & insights from Asia and South America
  • Campaign website content and web banners to drive traffic
  • Trailer/Teaser film
  • Ad for trade press
  • Leave behind brochure
  • Manuscript & voice-over production for product animation
We asked W to help us with the global launch of two new mid-range crushers. We’re really pleased with W’s ability to quickly grasp a complex product in a highly competitive environment, and they developed a campaign that in its entirety created impact and recognition across all channels, both printed and digital.
Jeanette Svensson
Global Brand and Promotions Manager


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