Big Power, Big Reveal   

01

A Stadium-Sized Intro

With only 60 days to launch, we unveiled the C13D engine at a Las Vegas stadium event, attracting key customers, dealers, and media.

02

Momentum-Driven Content

This launch wasn’t just an event—it was the start of an ongoing brand story. A long-term content strategy kept the momentum going with live Q&As, interviews, and behind-the-scenes storytelling, ensuring continued engagement.

03

3X pilot participation goal | 17,000+ targeted online engagements from key customer prospects.

Exceeding Expectations

The impact was clear: Caterpillar’s Executive Leadership team called this the best NPI launch in the company’s history—especially surprising given that it came from Industrial Product Systems. The response from both customers and internal teams reinforced that this approach delivered on every level, proving that bold, high-energy storytelling can elevate even the most technical product launches.

A panoramic collage showing a business event featuring a CAT equipment display, people attending a presentation in a stadium, and various activities including a speaker, attendees on a field, and a live video recording setup.
Smartphone screen displaying a social media feed with user comments, a Caterpillar advertisement with the text 'Fuel Costs Crushed' and a yellow construction vehicle, followed by another user's post about purchasing decisions.
Cars queue in a tunnel with neon lights on the ceiling and a large ad for the CAT CI3D equipment on the wall.
C13D engine in a construction site setting with text about power density and next generation controls benefits.
Four posters advertising Caterpillar engines. Text highlights features: "Longer Service Intervals," "Lasting Reliable Power," "Fuel Costs Crushed," and "Designed for the Toughest." Backgrounds show various landscapes and equipment.
CAT website displaying the Cat C13D industrial engine with construction equipment and rugged terrain in the background, and the text "Setting The New Standard."
Computer screen displaying engine advertisement with text highlighting durability and versatility of the Cat C13D engine, featuring an image of the engine and background of a construction landscape.

The Bigger Picture – IPSD’s Ongoing Engagement

The C13D launch was a milestone moment, but Caterpillar’s Industrial Power Systems Division (IPSD) continues to engage customers far beyond a single event. These highlight reels showcase how IPSD builds lasting connections—whether through high-impact product campaigns or ongoing series like Component Moment, which brings individual engine components to life with engaging content. Together, these efforts reinforce Caterpillar’s leadership in the industry and keep the momentum going beyond the product reveal.

Creative Credits

Greg Bauch, Adam Bauer, Tucker Kohnen, Robert Ray, Ryan Stout, Liz Vetrano, Kristen Wilson

Creative Production Partner: HacJob

This work was part of a larger collaborative effort across strategy, media, social, account, and analytics teams. If I’ve inadvertently missed someone from our creative team, please let me know—I deeply appreciate everyone who helped bring these ideas to life.