W Communication Agency

DD422iE. The difference is electrifying.

Sandvik Mining

Challenge

When the time came for the launch of Sandvik DD422iE, the world’s first battery-driven mining jumbo, Sandvik challenged W to create a seriously attention-grabbing and differentiating concept to build up anticipation for the live launch at MINExpo 2016, an international exhibition for the mining industry that takes place once every four years.

Solution

Based on the goal to build up anticipation for the live launch and to emphasize the electric functionality of the machine, the concept became:

REVEALING THE WORLD’S FIRST BATTERY-TRAMMED MINING JUMBO

THE DIFFERENCE IS ELECTRIFYING

Visually we played with light and shadows to generate curiosity and control what was shown and shared over time; certain parts of the machine connected to specific key features were revealed in phases leading up to the full reveal at MINExpo.




Channels

With such a key launch at stake, we developed a variety of channels with the aim to drive traffic to the Sandvik DD422iE website hub, including:

  • Key selling messages and sales story flow
  • Website hub content and design
  • Teaser video series
  • Ad series
  • Banner series
  • VIP direct mailing
  • Custom VIP gift giveaway