Wirtgen Group, a John Deere company and global leader in road construction technology, has long promised to remain “Close to Our Customers.” But what does “close” look like when customers need a part, an expert opinion or support in the middle of a job?
Through social listening, Phase 3 uncovered market perceptions surrounding Wirtgen Group’s parts and service availability. The opportunity was to give the company’s established brand promise greater meaning by connecting it to the people, expertise and resources that keep customers moving.
Through our brand strategy and creative expertise, Phase 3 developed a campaign that transformed that promise into a clear and memorable customer story.
Turning a Brand Promise into Proof
Rather than repeating or directly addressing negative perceptions, Phase 3 developed a campaign grounded in credible proof points.
Wirtgen Group’s customer support story already included more than 300 dealer locations across North America, 98% of parts stocked for next-day delivery, around-the-clock assistance, hands-on training and advanced diagnostic technology. The challenge was bringing those benefits together through a clear idea that customers could immediately understand and remember.
For manufacturers, a strong brand must communicate more than product quality. It must also express the experience, service and value customers can expect. As explored in our guide to building a distinctive manufacturing brand, the most effective B2B messaging turns a company’s differentiators into a compelling and relevant customer promise.
The campaign needed to move beyond equipment-focused messaging and demonstrate how Wirtgen Group supports the people operating, maintaining and relying on its machines every day.
Defining What "Close" Really Means
Phase 3 created “We’re ____ close.”, a flexible campaign platform that transformed “Close to Our Customers” from a broad promise into a series of specific, memorable messages.
The adaptable structure allowed Wirtgen Group to define closeness through meaningful customer benefits:
-
We’re 300+ dealer locations across North America close.
-
We’re a 3:00 a.m. call away close.
-
We’re an answer while the asphalt’s still hot close.
Additional messaging highlighted Wirtgen Group’s training, application consulting, remote diagnostics and network of experienced technicians. Together, these proof points showed customers that support is always within reach.
The creative placed people and real jobsite needs at the center of the campaign. Bold, close-up photography created a sense of personal connection, while vivid hi-vis yellow accents drew from the visual language of the road construction industry. The result was a distinctive campaign system that felt relevant to the audience and unmistakably Wirtgen Group.
Bringing the Campaign to Market
Phase 3 developed the campaign around the full customer journey, from initial awareness and research through dealer engagement, purchase and long-term retention.
The campaign extended across print and digital advertising, connected TV, out-of-home placements, a dedicated landing page, an anthem video, dealer communications, hospitality experiences and branded merchandise. Messaging could be tailored for prospects, dealers, operators and existing customers while consistently reinforcing the people, parts and expertise behind Wirtgen Group.
A campaign anthem further illustrated what closeness looks like in practice: being nearby, prepared and ready to respond when customers need help.
Holding Attention Through the Final Frame
Initial connected TV performance demonstrated the strength of the campaign’s message and creative:
- 210,349 impressions
- 29.10-second average dwell time for a 30-second advertisement
- 98.61% completion rate
Viewers stayed engaged through nearly the entire spot, helping Wirtgen Group deliver its customer support story to a highly relevant audience.
From Customer Insight to Integrated Campaign
By turning an established brand promise into a flexible, proof-driven platform, Phase 3 gave Wirtgen Group a new way to communicate the support behind its equipment. The campaign created a consistent story across audiences and channels while addressing market perceptions through authentic customer benefits.
Ready to transform your brand promise into a campaign that connects? Contact Phase 3 to start the conversation.