At the Touchpoint Awards Strategy 2023 ceremony, Melismelis won the BTB Award with its ‘Next Gen Dust Heroes’ project, created for the launch of the Cat® Next Gen 305 compact excavator.
To generate qualified leads, the agency focused on a new target audience: those involved in the generational transition currently taking place in SMEs in the construction industry and young earth-moving machine operators. Melismelis developed a gamification project which, through a web-based arcade game, allowed users to test their skills in driving this new small excavator and book a free test drive at Caterpillar dealerships.
By adopting typical B2C communication strategies applied to the B2B sector, and also through consistent graphics and tone of voice, the agency decided to stand out from traditional business-to-business communication by breaking the rules and leveraging the target audience's passion for their work.
All these elements, in addition to the surprising numbers achieved by the project, contributed to the success of “Next Gen Dust Heroes”, taking the Melismelis team to the top step of the podium in the B2B category of the Touchpoint Awards Strategy 2023.