The new minetruck MT65 (which loads ore) takes five tonnes more than previous generations – the capacity increased from 60 to 65 tonnes. Of course 5 tonnes extra ore, in each load makes a huge difference when it comes to efficiency down the mine. And 65 tonnes per load is more than any other minetruck is capable of carrying. The challenge is to tell this powerful news in a powerful way. The launch of the MT65 took place in the fall of 2016 at the MINExpo fair in Las Vegas, a trade show that is held every four years and is the largest in the world.
It is difficult to demonstrate how much five tonnes really is, at least in rational terms. Instead, we chose to go for an emotional approach to show the impact of “5 more tonnes”. Everything was documented on film that was displayed at the fair and spread in its own channels and social media.
Sometimes it’s best not to complicate things, but just drop a giant boulder from a cliff. So we did, to the tunes of special composed music by Grammy-nominated Christoffer Berg.
The campaign was talked about within the mining industry worldwide, and were picked up by US Television and. The campaign film was a great success on Facebook with over 1 million views.