Tadano America Corp.

Launching and selling out a global fan favorite.

Tadano America Corp.

The Challenge

Tadano America Corp., a Japanese crane manufacturer with a global presence, needed a strategic agency partner to help generate buzz before, during, and after the launch of a highly anticipated new truck crane at Conexpo-Con/Agg 2023. The initial challenge was to segment the audience and develop a tease and launch campaign that would appeal to North American crane buyers both emotionally and logically.


  • Audience segmentation
  • Positioning review
  • Marketing strategy
  • Visual design
  • Content design & strategy
  • Landing page & HTML email dev

The Solution

To build buzz and generate anticipation for the truck crane’s launch at Conexpo-Con/Agg 2023, Thrive worked with Tadano’s creative team to produce two campaigns—tease and launch—with strategic messaging themes addressing each role within the primary audience of crane rental companies—owner, operator, and branch manager. We also created an ongoing, evergreen messaging theme that could be deployed throughout the campaign’s lifecycle.

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