WE’LL DIG IN

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PON CATERPILLAR

Pon Power and Pon Equipment are the official dealers of Caterpillar in the Netherlands. The supplier for total solutions with CAT machines, engines and generators for earthmoving projects.

The request was to increase market share and awareness of compact (mini) diggers and wheel loaders among the target audience.

The target group received a Direct Mailing with a clear ‘bump’ visible in the envelope to arouse curiosity. Inside the envelope was a card with tied, real laces attached. The recipient could register for an appointment via the campaign page and the voucher code provided, receiving Cat work shoes in the size they specified.

After purchasing a machine, customers received a voucher that allowed them to log on to the website and choose an incentive.

This stimulated a sales order and linked it to an incentive. This all-round promotion effectively created market share and brand awareness.