A RADICAL NEW WAY TO BUY AN EXCAVATOR AND A FULL-SERVICE APPROACH TO BRING IT TO LIFE
It’s not every day that we get to visit a place like the SANY headquarters. Avengers fans will recognize this $60 million facility in Peachtree City, GA, as the Avengers headquarters. Most days, however, this greater 272-acre facility is home to SANY America and its line of heavy equipment made exclusively for the U.S. market. Most notable among this equipment is a line of excavators, built here in Peachtree City, GA, and available to order online via SANY Depot.
SANY Depot is a radical new way to buy an excavator. SANY Depot allows users to purchase an excavator with the click of a button and schedule its delivery or pickup. Users can also schedule demos at the dig site which is located on-site at SANY’s headquarters. Needless to say, such a novel experience required an equally novel online platform, delivery experience and advertising campaign. To help design, build and develop this integrated launch, SANY turned to Porchlight.
Porchlight began with the brand itself, designing a logo for SANY Depot that could live within the global branding. We then began the design and development of the SANY Depot online experience. This included building out the user journey, site map, online creative and an after-hours photoshoot to capture 360° photography of the equipment itself.
Simultaneous to the development of the online buying experience, we were also designing the physical experience, envisioning what the delivery trucks and uniforms would look like for SANY Depot. While our developers were testing and wrapping up the online experience, our design and copywriting teams were crafting a campaign to get the word out about SANY Depot. This effort included securing strategic billboard space, creating the content to go on these billboards and rolling out a digital advertising campaign.
This project was so much fun for the team, but it’s also a great example of what Porchlight can do. From copywriting, web design and experience design, to photography and advertising, this project had it all.