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.
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.
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.
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