‘The road to perfection’ is the headline of the communication campaign launched by CGT and curated by Melismelis. The project features Cat® motor graders, in particular the new Cat® AP400 and Cat® AP500 models: machines that represent the pinnacle of innovation in the sector, thanks to their ability to adapt to any type of road, combined with unparalleled versatility. Their operational flexibility and ease of manoeuvring make them the ideal solution for the needs of professionals in the sector.
Melismelis localised the international campaign developed by Caterpillar for the Italian market, devising the campaign headline and creating all the graphic formats necessary for a multi-channel media mix. Melismelis developed the media strategy and managed the communication campaign on LinkedIn, Meta and Google Performance Max.
The aim of the campaign was to gather qualified leads and increase traffic to the project's landing page, selecting a specific target audience of companies active in the road construction sector. Thanks to a well-structured media plan and effective content, the campaign achieved significant results: in terms of performance, it generated almost 2 million impressions and over 44,000 clicks, demonstrating a high level of engagement and interest from the target audience.