Our work for CATERPILLAR in the UK covers CGI, Animation, Image retouching and multi-lingual marketing campaigns across global regions

1. Design + Marketing for the real world

2. 2Case Study

3. 3
Europe And Beyond
Caterpillar is the world’s leading manufacturer of
construction and mining equipment, diesel and
natural gas engines diesel-electric locomotives
and industrial turbines.
Voice works on a wide range of marketing and design
projects for Caterpillar and increasingly we’ve been
developing advertising campaigns for multi-lingual
global markets.

4. 4
project services
»» 3d CGI
»» Photo retouching & image creation
»» Art direction
»» Animation & film
»» Project management
3d cgi renders & animation
We created a suite of photo realistic 3d renders for various
machines which are used in digital channels - web, film,
animation and more traditional marketing channels where
we have retouched the machine into real-time photography
settings. These have been used across global print campaigns
to promote the machine.

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8. 8
project services
»» 3d CGI
»» Photo retouching & image creation
»» Art direction
»» Animation & film
»» Project management
BHL Teaser campaign
With the launch of a new Backhoe Loader, we have been working
with the project engineers and marketing teams to produce a
series of ‘teaser’ animations and 3d CGI rendered still images
for press and dealers. For launch preparation and internal dealer
briefings, we have created a suite of 3d CGI graphics which focus
on the capabilities of the machine both internally and externally.

9. 9
project services
»» 3d CGI
»» Photo retouching & image creation
»» Art direction
»» Animation & film
»» Project management
image creation
We are often tasked with creating images for specific campaigns.
By using a mix of 3d CGI technologies and real-time photographs,
we can create imagery that clearly demonstrates the benefits of the
machine - in any setting, anywhere in the world.

10. 10
project services
»» Copy writing
»» Concept design
»» Print & digital design
»» Artwork production
»» HTML code & build
»» Project management
EAME TurnKey campaign
Caterpillar Turn Key Package is an integrated campaign across
Europe, Africa and the Middle East (EAME). Dealers across
these regions have a diverse range of customers across a variety
of industries. The campaign is a way of educating, promoting
dialogue and creating new business opportunities through
targeted open-houses.
To increase the effectiveness of the campaign, we identified
sub categories within the two main sectors of Agriculture and
Construction and created a compelling suite of communications
across DM, Advertising, Digital and Point of Sale which resonated
with the audience, increasing enquiries.

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project services
»» Copy writing
»» Concept design
»» Print & digital design
»» Artwork production
»» HTML code & build
»» Project management
Telehandler french campaign
The telehandler industry is one of the fastest evolving in the
Building Construction Products division within Caterpiller.
We were tasked with increasing the awareness of the new TH C
Series within the French Agriculture sector though an integrated
campaign comprising of print, digital and online advertising.
A variation of creative routes utilising a mix of photography, CGI
renders of the machine and compelling copy gave insight into the
most successful combinations.
The measurement of success was tracked through an online lead
generation platform.
L’assurance d’un
bon investissement
votre chariot télescopique
cat à partir de
romain a l’esprit tranquille. il vient de
prendre la décision de travailler avec:
son tH337c est un bon investissement,
et il le sait.
et vous?
> un matériel stable, robuste, qui assure sa sécurité,
> une équipe de professionnels toujours disponibles,
sur qui, il peut compter,
> une marque mondialement reconnue, en neuf comme
en occasion, ce qui lui garantira la valeur de son matériel.
779€ /mois**
**Exemple pour un chariot télescopique Cat TH336C d’une valeur de 55 000€, en
location financière pour une durée de 72 mois, utilisation maximum 1000 heures/an.
Sous réserve d’acceptation par Caterpillar Finance France SA.
©2014 Caterpillar Tous droits réservés. CAT, CATERPILLAR, leurs logos respectifs,
la couleur « Caterpillar Yellow » et l‘habillage commercial « Power Edge », ainsi
que l‘identité visuelle de l‘entreprise et des produits qui figurent dans le présent
document, sont des marques déposées de Caterpillar qui ne peuvent pas être
utilisées sans autorisation.
Avec un centre de gravité bas, un empattement
optimisé et une flèche parfaitement centrée,
l’architecture unique des TH Cat®
procure aux
chariots télescopiques un équilibre et une
stabilité incomparable.
Caterpillar met son expérience au service des
entrepreneurs de l’agriculture depuis plus d’un
siècle, et vous accompagne tous les jours en
France avec plus de 1300 professionnels issus
de nos meilleurs centres de formation. *Guide des prix de revient des CUMA 2013, entretien 1000 h
cat®
, des machines conçues pour l’agriculture.
Plus de details et liste de nos concessionnaires sur
www.catcompacts.fr
CAT0023_C4_half page_200mm x 135mm_AW_01.indd 1 21/03/2014 10:42

12. 12
project services
»» Concept design
»» Graphic design
»» Artwork production
»» Technical proof reading
»» Project management
BCP selling Guide
The goal of the competitor selling guide is to have one single
document that each sales person can quickly refer to when in need
of key facts and data to drive the value of our products against the
competition.
The 200 page document has been distributed around Europe, all
translated into their respective languages.

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project services
»» Copy writing
»» Concept & graphic design
»» Project management
»» CGI , Image creation & retouching
»» Artwork production
»» HTML code and build
K-Series New product Launch campaign
We were tasked with creating a multi-lingual campaign to
announce the launch of the new K-Series Compact Wheel Loader.
The driving force behind the change was to comply with not only
emission regulations, but significant updates across the machine.
The copy pitches seemingly incompatible product benefits against
each other then explains how they are not mutually exclusive but
are combined in the new Cat K Series Compact Wheel Loader
and the use of CGI imagery retouched into real-time photography
gives the campaign the flexibility to adapt imagery for global
geographical locations.

14. We contribute
to your bottom line
Of course we’re a creative agency, so we
develop distinctive brands and create
compelling marketing communications.
But we think what you really want to
know is that everything we do is designed
to convince prospects to buy, customers
to buy more and internal teams to buy-in.
Isn’t that the bottom line?

15. thank you
for your time
To find out more
call us on +44 (0) 116 239 6661
email us@realworldthinking.co
or visit realworldthinking.co
leicestershire
Winding House, 24 Narborough Wood Park, Desford Road,
Enderby, Leicestershire LE19 4XT United Kingdom
london
One Alfred Place, 1 Alfred Place, London,
WC1E 7EB United Kingdom