JA Delmas, Caterpillar's exclusive supplier in Africa, had decided to unify all its subsidiaries across Africa under a single brand name: NEEMBA. The challenge was to launch a 360° rebranding campaign targeting both: all employees, to reinforce the sense of belonging and simplify communication within the company; and customers and partners, to unify the network, assert the power of the brand and reinforce synergy between the various entities.
We put in place a cross-channel strategy - reveal of the new name synergizing digital and events, brand film, ATL, BTL, radio, PR and PR - with striking marketing and creative strategies at the heart, endowed with a solid common thread. The result? A 360 campaign in 11 African countries, with poignant key visuals, strong messages, an immersive and participative intranet (Pitcher award), an inspiring film (Crystal and Pitcher awards), an engaging digital presence, an unforgettable event, video coverage of every stage of the journey and a whole series of innovative activations.
