{"id":2780,"date":"2023-11-23T11:00:00","date_gmt":"2023-11-23T10:00:00","guid":{"rendered":"https:\/\/www.melismelis.it\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/"},"modified":"2026-03-11T12:03:45","modified_gmt":"2026-03-11T11:03:45","slug":"a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023","status":"publish","type":"post","link":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/","title":{"rendered":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">At the <strong>Touchpoint Awards Strategy 2023 ceremony, Melismelis won the BTB Award<\/strong> with its \u2018<strong>Next Gen Dust Heroes\u2019 project<\/strong>, created for the launch of the Cat\u00ae Next Gen 305 compact excavator.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To generate <strong>qualified leads<\/strong>, 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. <strong>Melismelis developed a gamification project<\/strong> which, through a web-based arcade game, allowed users to test their skills in driving this new small excavator and <strong>book a free test drive at Caterpillar dealerships<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s passion for their work.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All these elements, in addition to the surprising numbers achieved by the project, contributed to the success of \u201cNext Gen Dust Heroes\u201d, taking the Melismelis team to the top step of the podium in the B2B category of the Touchpoint Awards Strategy 2023.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the Touchpoint Awards Strategy 2023 ceremony, Melismelis won the BTB Award with its \u2018Next Gen Dust Heroes\u2019 project, created for the launch of the Cat\u00ae 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 [&hellip;]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[147],"class_list":["post-2780","post","type-post","status-publish","format-standard","hentry","category-news","tag-cgt"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis\" \/>\n<meta property=\"og:description\" content=\"At the Touchpoint Awards Strategy 2023 ceremony, Melismelis won the BTB Award with its \u2018Next Gen Dust Heroes\u2019 project, created for the launch of the Cat\u00ae 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 [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/\" \/>\n<meta property=\"og:site_name\" content=\"Melismelis\" \/>\n<meta property=\"article:published_time\" content=\"2023-11-23T10:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-03-11T11:03:45+00:00\" \/>\n<meta name=\"author\" content=\"admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/\"},\"author\":{\"name\":\"admin\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#\\\/schema\\\/person\\\/a79a467e48a09a02012582a6815595ab\"},\"headline\":\"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023\",\"datePublished\":\"2023-11-23T10:00:00+00:00\",\"dateModified\":\"2026-03-11T11:03:45+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/\"},\"wordCount\":192,\"publisher\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#organization\"},\"keywords\":[\"CGT\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/\",\"url\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/\",\"name\":\"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#website\"},\"datePublished\":\"2023-11-23T10:00:00+00:00\",\"dateModified\":\"2026-03-11T11:03:45+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/news\\\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/\",\"name\":\"Melismelis\",\"description\":\"Crea. Semplifica. Stupisce.\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#organization\",\"name\":\"Melismelis Srl\",\"url\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.melismelis.it\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/Melismelis.png\",\"contentUrl\":\"https:\\\/\\\/www.melismelis.it\\\/wp-content\\\/uploads\\\/2026\\\/01\\\/Melismelis.png\",\"width\":772,\"height\":198,\"caption\":\"Melismelis Srl\"},\"image\":{\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.melismelis.it\\\/en\\\/#\\\/schema\\\/person\\\/a79a467e48a09a02012582a6815595ab\",\"name\":\"admin\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g\",\"caption\":\"admin\"},\"sameAs\":[\"https:\\\/\\\/www.melismelis.it\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/","og_locale":"en_US","og_type":"article","og_title":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis","og_description":"At the Touchpoint Awards Strategy 2023 ceremony, Melismelis won the BTB Award with its \u2018Next Gen Dust Heroes\u2019 project, created for the launch of the Cat\u00ae 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 [&hellip;]","og_url":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/","og_site_name":"Melismelis","article_published_time":"2023-11-23T10:00:00+00:00","article_modified_time":"2026-03-11T11:03:45+00:00","author":"admin","twitter_card":"summary_large_image","twitter_misc":{"Written by":"admin","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/#article","isPartOf":{"@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/"},"author":{"name":"admin","@id":"https:\/\/www.melismelis.it\/en\/#\/schema\/person\/a79a467e48a09a02012582a6815595ab"},"headline":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023","datePublished":"2023-11-23T10:00:00+00:00","dateModified":"2026-03-11T11:03:45+00:00","mainEntityOfPage":{"@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/"},"wordCount":192,"publisher":{"@id":"https:\/\/www.melismelis.it\/en\/#organization"},"keywords":["CGT"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/","url":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/","name":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023 - Melismelis","isPartOf":{"@id":"https:\/\/www.melismelis.it\/en\/#website"},"datePublished":"2023-11-23T10:00:00+00:00","dateModified":"2026-03-11T11:03:45+00:00","breadcrumb":{"@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.melismelis.it\/en\/news\/a-melismelis-il-premio-btb-ai-touchpint-awards-strategy-2023\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.melismelis.it\/en\/"},{"@type":"ListItem","position":2,"name":"Melismelis wins the BTB Award at the Touchpint Awards Strategy 2023"}]},{"@type":"WebSite","@id":"https:\/\/www.melismelis.it\/en\/#website","url":"https:\/\/www.melismelis.it\/en\/","name":"Melismelis","description":"Crea. Semplifica. Stupisce.","publisher":{"@id":"https:\/\/www.melismelis.it\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.melismelis.it\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.melismelis.it\/en\/#organization","name":"Melismelis Srl","url":"https:\/\/www.melismelis.it\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.melismelis.it\/en\/#\/schema\/logo\/image\/","url":"https:\/\/www.melismelis.it\/wp-content\/uploads\/2026\/01\/Melismelis.png","contentUrl":"https:\/\/www.melismelis.it\/wp-content\/uploads\/2026\/01\/Melismelis.png","width":772,"height":198,"caption":"Melismelis Srl"},"image":{"@id":"https:\/\/www.melismelis.it\/en\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/www.melismelis.it\/en\/#\/schema\/person\/a79a467e48a09a02012582a6815595ab","name":"admin","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/abc81b0c708aea145c773c368ae5bc3f1f3fd0d40a61429cb96d09523d41ab66?s=96&d=mm&r=g","caption":"admin"},"sameAs":["https:\/\/www.melismelis.it"]}]}},"_links":{"self":[{"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/posts\/2780","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/comments?post=2780"}],"version-history":[{"count":1,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/posts\/2780\/revisions"}],"predecessor-version":[{"id":3863,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/posts\/2780\/revisions\/3863"}],"wp:attachment":[{"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/media?parent=2780"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/categories?post=2780"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.melismelis.it\/en\/wp-json\/wp\/v2\/tags?post=2780"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}