A dredger operator is a main character of the unique project Why? Because of Dredger! The goal of the project was to promote JCB as a brand of industrial and consumer batteries. JCB is globally known as a brand of construction equipment, machines and electrical tools. It is popular as a dredger or a tractor brand. Due to heavy competition of battery brands however the customer awareness of JCB as a battery brand was low. A dredger operator came to change that. As an embodiment of power and energy, that both a JCB dredger and a battery possess, he became the star of the project. Petr Richtár, the owner of Golem´s Gym and a personal trainer and a body-builder with a sense of humor helped us to create the character of the dredger operator. We created a Facebook profile of the fictional character of the JCB dredger operator and posted a series of funny videos starring the dredger operator. As a result the brand have acquired 700 fans with minimun expenses within the first month of the campaign. And on the website www.protozebagr.cz the visitors could compile their own video and send it to a friend.
American Design, Czech Production
