The CAT 996K XE is an incredible machine. All the power you’d expect from a Caterpillar – but with a 25% fuel saving. We just needed to ensure everybody in Europe connected to the construction industry knew about it.
The efficiency, and all its other benefits, we’re clearly conveyed in an extremely effective launch microsite, at trade shows and in press ads. These comms were further supported by several online videos, with each one focusing on a core benefit of the machine.