Sandvik Mining

DD422IE – CONCEPT DEVELOPMENT & LAUNCH

Explore how W supported Sandvik in the launch of DD422iE. Creating something electrifying.

Our Challenge

When the time came for the launch of Sandvik DD422iE, the world’s first battery-driven mining jumbo, Sandvik challenged W to create a seriously attention-grabbing and differentiating concept to build up anticipation for the live launch at MINExpo, an international exhibition for the mining industry that takes place once every four years.

The Solution

Based on the goal to build up anticipation for the live launch and to emphasize the electric functionality of the machine, the concept became:

  • REVEALING THE WORLD’S FIRST BATTERY-TRAMMED MINING JUMBO
  • THE DIFFERENCE IS ELECTRIFYING

Visually we played with light and shadows to generate curiosity and control what was shown and shared over time; certain parts of the machine connected to specific key features were revealed in phases leading up to the full reveal at MINExpo.

 

 

 

Final Result

With such a key launch at stake, we developed a variety of channels with the aim to drive traffic to the Sandvik DD422iE website hub, including:

  • Key selling messages and sales story flow
  • Website hub content and design
  • Teaser video series
  • Ad series
  • Banner series
  • VIP direct mailing
  • Custom VIP gift giveaway

 

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Creativity may well be the last legal unfair competitive advantage we can take to run over the competition.
Dave Trott
Copywriter

Cases

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