Case Military Ads

Case Construction Equipment

Category: Advertising


The Case Defense Products Group wanted to communicate to U.S. Army engineer commanders, directors and managers (primary audience) and other branches of the U.S. Military the points of differentiation, features and benefits that make military users prefer Case skid steers, armored backhoe loaders, wheel loaders and rough-terrain forklifts built to military specifications. These products are used by the U.S. Military to build infrastructure, move materials and support operations globally. The client also wanted to promote Case’s more than 150-year history of providing service to the U.S. military – and that, in recent years, Case has earned military contracts for more than 5,000 skid steer loaders, compact track loaders, wheel loaders, loader/backhoes and forklifts.


Based on research, interviews and brainstorming with the Case Defense Products Group, CHI developed a contemporary advertising campaign for placement in Army Engineer magazine. The series of rotating ads served to inform customers and prospects that Case has been awarded several U.S. Military contracts for Case construction equipment based on the company’s ability to support equipment with parts and technical service wherever the U.S. military is serving around the globe; the technical performance and reliability of Case machines; and the company’s past performance in supporting other military contracts. Based on the ad campaign, CHI also prepared direct mail pieces, show literature and tradeshow booth panels for the Case Defense Products Group.


The client has observed that a statistically significant percentage of military personnel have contacted Case to request product demos and submit requests for proposal.

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