In 2015, leading compact construction machinery manufacturer, Kubota UK, achieved the landmark of selling its 50,000th excavator in the UK market. Reaching this goal was a major milestone for Kubota, as the company was the first to pioneer and introduce the concept of mini-excavators in the UK back in the late 70s.
HROC PR and Social media team devised its strategy around it being a ‘Golden’ year for Kubota (linking the 50K excavator to this anniversary). This creative concept was then utilised for a whole host of activity to celebrate this historic milestone.
For social media, this campaign allowed us to have some fun. We custom sprayed painted a Kubota excavator gold, hired a private jet and airport hanger for a photoshoot, and launched an April Fools Stunt where we insinuated that a famous American rap artist was flying in to purchase the world’s first gold digger!
Whilst the ‘gold digger’ stunt was carried out on Kubota’s social channels, from a B2B PR perspective, HROC knew that it was essential to tell the business story, involving not just Kubota, but also its dealers and customers. A bumper 1,600 word celebratory PR piece was created by the team, featuring a timeline of business milestones, testimonials from dealers and end users, quotes from Kubota UK’s MD and a host of historical images.
The story was picked up across a host of key titles, achieving 24 pieces of coverage in April, May and June. Included within this was a double page spread in Construction Plant News, lead news pieces in Construction Europe and Machinery Movers, plus extensive online reports in The Construction Index, Diggers and Dozers, Hub-4 and Premier Construction.
This coverage amounted to a B2B readership of 1.3 million, with an AVE of £30K and a PR value of almost £90K. The campaign also prompted a special celebration on Kubota’s stand at the Hillhead show that year, featuring the first Kubota model sold in the UK and the 50,000th machine itself.
The Gold Digger stunt also went down a storm on social channels, with engagement the highest for the whole of that year.