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Here’s a video from Caterpillar for their extra tough mobile phones. The commercial itself may be new, but its messaging strategy is one of the oldest, and most effective, there is when it comes to marketing storytelling: Dramatize the benefit!

This message and the way it’s shared deserve kudos because it showcases the benefit of the product in a way that is consistent with the identity of the CAT brand itself.


sgtboz said -

Very sticky visual! I love it. Like John Deere, somehow these people can build $400,000 pieces of equipment then slap their label on a T-shirt and sell it at a 30% premium. So powerful.

Although, the engineer in me had to run some quick numbers. Looks like in reality it’s very roughly only about 25-30lbs of load per phone when the skid steer drives over them. My Galaxy S4 could probably handle that if the load is evenly distributed like in the video.

Stinkin’ engineers. Killjoys, every one of ’em. They’re in a tie with accountants on who should run the Sales Prevention Department. 🙂

June 26, 2014 @ 4:33 pm