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CPQ for Heavy Equipment Sales

Cat Introduced Their New Electric Drive Dozer to the World With the Help of KBMax

The undisputed industry heavyweight.

Caterpillar and Cat machines are widely recognized, premium brand known for superior quality and reliability. The Cat product portfolio is the most extensive in the industry, ranging from small generators to marine engines to huge mining excavators. The product options and configurations are complex, and their customers are knowledgeable.

"Our teams were able to take a creative hook and put a well-thought out strategy behind it in order to engage dozer customers and attract new ones."

Clare Koeppel
Marketing Consultant for Global Construction Infrastructure at Caterpillar

The Challenge

Cat needed help to promote and build attention around the launch of the new Cat® D6 dozer, which was the first platform change in almost 30 years. The challenge was clear: educate (and even re-educate) the target dozer audience about the machine’s features and benefits.

The Solution

Cat introduced their revolutionary CAT D6 XE electric drive dozer to the world with the help of KBMax’s product configurator.

The Cat Dream Dozer was created to build awareness, educate customers and drive new prospects. Since KBMax was enlisted by Cat’s agency, simantel, to provide the game-like atmosphere they wanted for their marketing campaign. This interactive design game allowed users to create their very own D6 machine with real options, then personalize it by selecting special “Fantasy Add-On’s” to create their very own #DREAMDOZER!

The launch concept highlights KBMax’s flexibility and illustrates new ways that product configuration can be used to launch and market new products. This site showcases the power of KBMax to directly create flexible, responsive designs adapted for both mobile and desktop, providing seamless transition of the user experience across platforms. All of this is available to all of our users, directly inside KBMax, utilizing our standard administration tool and SNAP rules.

The results skyrocketed their marketing.

The campaign was a success on two fronts: gaining a ton of visibility and leads as well as winning awards for the campaign concept and execution.

Driving media buzz, visits, and leads.

8 Million media impressions

75% new traffic visits

22% of leads click-throughs were marketing-qualified

Learn how to bulldoze your competition with KBMax.