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