Tadano America Corp.
Launching and selling out a global fan favorite.
Solution
The Situation
Tadano America Corp., a Japanese crane manufacturer with a legacy of quality, set out to launch a new truck crane in the North American market. The launch was timed for CONEXPO-CON/AGG 2023, the industry’s largest trade show, where expectations for visibility and impact run high.
To generate record-level anticipation and drive preorders, Tadano partnered with Six06 Strategy to design a marketing campaign that connected with Western crane buyers both emotionally and logically. Collaborating with Tadano’s U.S. team and 3D designers in Sweden, Six06 developed a segmentation-driven campaign strategy that built excitement ahead of the reveal.
Key Deliverables
Market & Customer Insights
Competitive Analysis
Audience Segmentation
Integrated Marketing Strategy
Messaging & Campaign Frameworks
Multi-Channel Campaign Design
Outcomes
3 Strategic Tactics
Tactic 01/03
Align messaging to buyer roles
Six06 segmented Tadano’s primary audience of crane rental companies into three roles—owners, branch managers, and operators—each with distinct needs. We created an evergreen campaign message, then tailored supporting messages to each role, ensuring the launch spoke directly to ROI, utilization, and ease-of-use priorities.
Tactic 02/03
Direct creative across global teams
With the crane still in production and no photography available, Six06 collaborated with Tadano’s U.S. marketing team and 3D designers in Sweden. Through detailed creative direction and iterative reviews, we produced photorealistic renders that showcased features and brought the campaign to life for both tease and launch phases.
Tactic 03/03
Blend logic and emotion to drive demand
To meet Tadano’s goals—educate new customers, inform existing ones, and drive preorders—Six06 designed a two-phase campaign that blended logic and emotion. Beginning with internal workshops, we identified core challenges and built a campaign North Star around awareness and buyer empowerment. The tease phase used intrigue and the headline “Reach for What’s Next” to build anticipation, while the launch phase delivered tailored messaging that showcased the benefits of the new truck crane for specific buyer roles. Supported by segmented email campaigns with an average 70% read rate, the effort created record engagement and positioned the crane as “Built for the Way You Work,” ultimately achieving every campaign goal.
More Work
