“When steel meets art” – a unique campaign of DEKPOL
Dekpol has developed a unique campaign promoting excavator buckets. The word PERFECT SHAPE was used and is in the focus on focus of the communication. Creation involves heavy steel products with art that inspires, among others, through music, dance, sculpture and painting. The campaign supports the company during the world’s largest trade fair for construction machinery Bauma 2019 held in Munich.
The aim of the campaign is to promote the company at the largest construction fair in the world Bauma 2019. “However, we did not want to show steel buckets in a standard way, from the design, through cutting and bending of steel, welding to use in working conditions. This approach was too obvious to us. We wanted something exactly the opposite, which would be non-standard. After analyzing all the attributes of our products, we chose the leading theme of the campaign, PERFECT SHAPE “- says Dariusz Radtke, Marketing Director at Dekpol.
The ideal shape of the bucket influences the efficiency of use. Fuller loading, fewer loading cycles, shorter time of work performed and order fulfillment are just a few examples of benefits. Positive effects, however, influence much further. Shorter machine’s operating times also mean lower fuel consumption and reduced emissions.
“We were wondering how to present the perfect shape? We chose art as an inspiration. This concept, which is closely related to creativity, craftsmanship, originality and innovation, perfectly reflects the nature of our activities. Apparently, these two areas do not have much in common, but it turned out that elements of dance, music, painting or sculpture were found in the designs of our buckets – the violin strings looked like welds, the pottery vase perfectly reproduced the convexity of the bucket, and the golden color of the paint became inspiration for the final appearance of the bucket “- emphasizes Aleksandra Stolarczyk, marketing specialist at Dekpol.
As part of the campaign, a promotional film, an advertising catalog and POS materials were prepared. The creation was also used to arrange the company’s brand stand at Bauma 2019.
Dekpol is the largest manufacturer of buckets and accessories for construction machines in Poland. The wide offer makes buckets produced by Dekpol applicable in many sectors of the economy – especially in mining. About 95% of production is exported to 24 countries around the world.
The promotional film is available at:
