Consistency like this is critical in establishing the brand’s market position.
SKF is a global leader in the bearing market, and they want to keep it that way. Facing increasing competition, SKF wanted to boost brand preference and grow market share for three of their core products: spherical roller bearings, deep groove ball bearings and angular contact ball bearings. They turned to Godfrey to create a cohesive, integrated campaign that would take a targeted approach for each product.
Because JLG would be rolling out a host of new innovations, we positioned the new fleet as a way to access job sites of the future. The exclusive event would be a truly memorable and forward-facing experience – not just a product launch, but a chance to show customers that the future is here and is with JLG. We called it Access Tomorrow.
On the night of the event, each guest collected an exclusive pass and entered the Mercedes-Benz Superdome through a branded Access Tomorrow gateway. The corridor led into an open spectacle of dramatic lighting and equipment stretching high into the rafters. Interactive demos, from a 3D vehicle simulator to an Ultra-HD interactive app, were arranged throughout to showcase new products. We kicked off the event with a cinematic video to unveil the full range of access equipment innovations.
Even an unforgettable experience like Access Tomorrow is only as valuable as the results it yields. Fortunately for JLG, this experience yielded some spectacular results. Access Tomorrow attracted 750 customers and prospects. The event also pulled in 92,062 social media impressions and 68 earned media placements, which reached 1,832,557 readers.