AGCO

The Challenge:

AGCO, a Georgia-based, $8 billion Fortune 500 manufacturer of agricultural machinery turned to Titan to brand and launch its Challenger® line of high-horsepower tractors, which were being sold through Caterpillar machinery dealerships nationwide.

The Solution:

Titan’s Atlas Planning Process revealed that Titan had to reach out to two audiences to successfully launch the brand. The end consumer (farmers) and Caterpillar Machinery Dealerships. Titan needed to use a pull strategy as well as create quality marketing materials that would impress and build confidence within the dealer channel. Titan created a compelling and memorable trade media campaign for Challenger® titled “Up to the Challenge”. The campaign included a series of first-person testimonial print advertisements featuring successful farmers explaining the business and financial impact from using AGCO’s high-horse powered line of Challenger® equipment.

The Results:

The Challenger® campaign was recognized not only creatively, but also in the marketplace. In fact, senior leadership at AGCO were so pleased with the work and its effectiveness, that they asked Titan to develop and orchestrate a global re-branding of AGCO’s corporate brand. For this, Titan developed a new global brand architecture and iconography for the company as well as the tagline, “Always Growing”.

FRIS

The Challenge:

The makers of Frïs hired Titan to help reposition the brand following a previous launch that had mis-positioned, mis-packaged, and mis-priced the Vodka. Frïs realized that with their product they had a greater opportunity to align the Vodka as an Imported premium, value-priced product. They needed help and called on Titan to take on this challenge.

The Solution:

Titan first identified the key influencers that would help make this product hot in the on-premise bar scene. The two groups that needed to be captured were: Professionals (32-44) and Trendsetters (24-32). Both of these audiences had a role in establishing a vodka brand, driving word-of-mouth and building loyalty. Brands are made in the bar and club scene. So that is where Titan went to relaunch FRIS and did it with class, style and flare to impress their two key audiences. Titan hosted a promotional tour in key cities; unveiling an exclusive set of art bottles created just for the tour by a well-known celebrity artist, Soprano’s cast member, Federico Castelluccio. The tour generated publicity through lifestyle coverage from major television and magazine outlets; including Playboy and the major news channels.

The Results:

As a result, the Art Bottle tour introduced Frïs to thousands of key influencers across the country. Frïs received incredible press coverage of the events. This initiated the opening of several new accounts for Frïs that resulted in a double-digit increase in sales over the prior year. Success in this case was reached through non-traditional marketing techniques and it proved to be right for the brand and its success, both on and off premise.

Rinnai

The Challenge:

Rinnai, the world’s largest natural-gas powered appliance manufacturer, turned to Titan to launch its line of tankless water heaters in North America. Tankless water heating was largely a new product category for the U.S. consumer and there wasn’t yet a viable market established for the technology. Consumers needed to be educated and made familiar with the new technology and benefits of the product.

The Solution:

Titan started with a pull strategy by creating a market for the product. Titan educated consumers on the economic and lifestyle benefits of tankless water heaters, giving consumers enough reason and knowledge to ask about the product. Titan enhanced the pull strategy by promoting the product to builders and installers, essentially driving an industry adoption and preference. The key to the rapid success was accelerating the trust level of the Rinnai brand by leveraging national endorsements by popular talk radio and sports celebrities. Finally, Titan deployed a Thought Leadership strategy with active engagement in the political and regulatory process. This established government tax credits for those consumers who installed a tankless water heater.