Trimble Earthworks

Laying the Groundwork for the Next Generation of Innovation

Project Role: strategy, creative concepting, copywriting


With a vision to launch a revolutionary, next generation machine control platform across multiple grading fleets, Trimble needed to navigate a complex product rollout landscape muddied by capability uncertainty, shifting timelines, and a phased launch approach.


In order to lay the foundation for singular product adoption, while simultaneously paving the way for the full-family rollout, we gained immersive insights that tap into the tough, gritty mindset of the target customer to unearth distinct differentiation opportunity—ultimately developing a multi-year product launch plan with accompanying creative campaign execution.


As the phased launch rolled out over a two-and-a-half-year span, we were able to established a bold, progressive campaign that maintained consistent tonality over time, while evolving strategic reach and impact to create an iconic identity that was reinforced with each new product addition. Generating pre-launch anticipation, platform loyalty and global industry buzz, the campaigns established Earthworks as a true industry game-changer that empowers customers to break ground on new ways to think, work and, move the Earth forward. 


Joanie Bier