The 3D special build at OR Tambo shows a 42-ton reach stacker holding up a three-ton branded container. This concept is continued at Cape Town International and King Shaka where 2D cut-outs are used to replicate the OR Tambo special build.
Conceptualised by Johannesburg-based Twins Communications, the campaign is targeted at high-profile businesspersons to reinforce the brand's dominant positioning in the logistics, warehousing, handling, building and construction sector and build brand awareness. The campaign also includes advertising on television and in financial publications, business-to-business-campaigns and use of the internet.
The pay-off line 'Ask for Hyster by name' is being used throughout to reinforce brand awareness and address the use of the brand name as a generic term for materials handling equipment.
"It has had such a strong presence in the market for the past 80 years that it has become a category rather than a brand name," says Mark Coles of Barloworld Handling. "Similar to brands like Hoover, Kleenex, Xerox and Band-Aid, it has become the first product people think about when they think of forklifts. While instant brand recognition is flattering and has many benefits, generic brand use may dilute the strength of the brand itself. It is also confusing to uninformed customers.
"We realize that it would be unrealistic to try to prevent its use as a generic term and have decided to rather go the proactive route in protecting the identity of the brand. We need to ensure that the market knows our product and asks for it by name."
