A consistent brand image for Komatsu
Full page advertisements for Komatsu Australia
Market
To launch and create awareness for a new model Komatsu excavator. To maintain market leadership for the Komatsu Dash 7 excavator while facing fierce competition from Caterpillar and Hitachi.
Communication
Pro Hart was commissioned to paint a 20 tonne excavator, which was first shown to VIPs and customers aboard a floating stage on Sydney's Darling Harbour. It was then auctioned and the $90,000 proceeds donated to charity. The official launch was supported by a print campaign in industry journals.
Results
The Dash 7 maintained market leadership throughout 2002. Komatsu gained national press and TV coverage for the launch of the Pro Hart painted machine and its contribution to the Beacon Foundation.
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