Caterpillar | HEX Campaign | China

Singapore-based marketing communications agency Patroids was appointed as the agency for CAT at the end of last year.

The latest initiative in China promoting D-Series hydraulic excavators (HEX) will appear in print across trade publications and national newspapers. It will also aired through outdoor and digital media, together with public relations activities.

Managing director at Patroids Oh Yong Hwee explains: “The concept is not about selling a product, but CAT being the partner of the future in China.” The campaign is set to generate awareness that CAT is more than just a machine company. More creative work is in the pipeline and will roll out progressively.

HEX is the second campaign following Patroid’s launch of a K-Series motor graders project in India in February this year.


Credits:
Project HEX Campaign
Client Caterpillar Asia
Creative agency Patroids Singapore
Creative director James K Lim
Copywriters Ho Pei Ling, Joan Zheng
Art director Toh Wei Fern
Planner Oh Yong Hwee
Media agency Mindshare China
Exposure Print, outdoor, online, PR