Doosan is a strong, stable and global company with a heritage in equipment manufacturing that began in 1937. Although it is the fifth largest construction equipment manufacturer in the world, Doosan is a relatively young brand in the North America construction market, with little to no awareness among contractors.
Doosan came to Flint Group to grow its market share and brand and product awareness in North America.
Our team created the campaign “Run Strong,” featuring a rhino to promote the quality, reliability and performance of Doosan equipment. Our goal was to communicate that Doosan products are designed to deliver everything contractors need to run confidently to the end – through harsh materials, challenging environments, heavy loads and tight deadlines.
We developed an integrated campaign, including print, digital, direct marketing, dealer marketing, lead nurture, email and social media.
Doosan continues to make increases through the brand funnel stages of awareness, familiarity and consideration. Doosan has seen an average gain of 17 percent in total recall related to awareness in the past two years. The number of consumers that have purchased Doosan equipment has increased by 4 percent.