Caterpillar and Weber Shandwick reveal the hidden side of quarries
Weber Shandwick won at The Drum B2B Awards 2022 in the Best B2B Educational Series category for its ‘Secret Life of Quarries’ campaign for Caterpillar. Here’s why.
The Secret Life of Quarries series was created out of a need to maintain contact with customers during the pandemic
Caterpillar is one of the best-known brands in the quarrying equipment world, but the strictures of the pandemic forced a change in how the brand told its story to prospective clients.
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The brief
Quarry days at Caterpillar are an annual staple for Caterpillar customers and dealers alike, allowing the brand to share experiences and create long-lasting relationships with its customers. Due to the Covid-19 pandemic, however, these quarry days had to be canceled in 2020 and 2021. The task for Weber Shandwick, then, was to find a new way of connecting with Cat customers and dealers in a remote setting.
The idea
The Secret Life Of Quarries is a six-part ground-breaking miniseries shot at night, revealing the secrets underlying every successful quarrying operation. Each episode aims to unearth the hidden knowledge needed to turn buried stone into the building blocks of the modern world – giving experts, enthusiasts and more, a unique take on the quarrying process, starting from Overburden Removal and ending at discovering the secrets of sustainability.
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The results
The series was designed to maintain that personal and educational approach to Quarry Days at a time when physical proximity was impossible. As a result of the campaign, Caterpillar maintained a continuity of personal outreach in addition to taking a new tack that spoke to existing and potential customers alike.
This campaign was a winner at The Drum Awards for Agency Business 2022. You can see all the winners here. The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.