To launch the new Cat® 305 Next Gen, CGT asked us to develop a campaign capable of generating qualified leads and driving test drive participation. Our answer? A bold, unconventional idea: turning the test drive into a gaming experience with Next Gen Dust Heroes — the first arcade-style video game dedicated to the earthmoving industry, where real skill is tested using a single joystick.
Next Gen Dust Heroes takes players straight onto the jobsite, behind the controls of a Cat® mini excavator, challenging them on precision and manoeuvring skills. To play, users submit their details. Winners unlock exclusive access to a real-world test drive and enter a prize draw for a trip to the Caterpillar® Demonstration & Learning Center in Malaga. A fresh and engaging way to combine performance, brand awareness, and conversion.
Online advertising campaign development
Digital advertising campaign management and optimization
Naming and payoff
Logo design and visual identity
Showcase website development
Arcade-style brand identity inspired by the ’80s
Custom-developed video game with tailored mechanics and graphics
Multi-touchpoint digital and social campaign
Qualified leads
