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Caterpillar, a company with nearly a century of history, has often been overlooked for its role in developing technology-focused solutions for its customers. We got the chance to change that by creating a transformative, experiential opportunity—the Caterpillar Technology Hub—and debuting it at the industry’s preeminent trade show, ConExpo 2023.
The brief was to transform the construction world’s perception of Caterpillar through this activation. More specifically, our objective for the assignment was to rebrand Caterpillar as a tech company that produces the world’s best construction equipment and to “Make intangible SaaS (software as a service) products tangible.”
Our 1,500-square-foot enclosed display connected Caterpillar products to customer benefits through 16 LED monitors, immersive projection walls, and seat-of-the-pants experiences. An enclosed walkway transported guests from a trade show featuring mostly “iron” (bulldozers, haulers) to our tech showplace. In our VisionLink cube users they took the Caterpillar Paydirt Challenge tested Cat Command, which allowed remote operation of a 78,000 lb. piece of machinery in another state.
In five show days, we hosted 14,528 attendees—three times more than any prior event. Guest dwell times and referrals set internal records and our strategy-driven execution embraced creativity and immersion. We conducted 1,037 Cat Command demos, attracted 508 Paydirt Challengers, and obtained 500 qualified leads for global Caterpillar dealers. Visitors spent 10 minutes in our hub on average. These numbers only tell part of the story, however. Reactions from the 120-plus Caterpillar reps were equally important.
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