MTU engines are tougher – whatever the conditions. That much is absolutely clear from the Monster Campaign that MTU has been running for the last year to advertise its industrial engines. The images show dust, rubble and storm monsters threatening combine harvesters, excavators and cranes whilst their MTU engines simply power them through whatever is thrown at them. Tough and enduring, they scorn heat, cold, dust and storms.
The campaign has now won recognition from the German Communication Association which awarded it its Business-to-Business Bronze Award. In the `Cross-media Communication Campaign´ category, the jurors praised the multi-channel approach to target groups which employed adverts in print media, online banners and campaign-related microsites in the Internet and graphics and video-walls at exhibitions as well as fliers and freebies. The campaign also struck a chord in the `Print Series´ category. The two original motifs have now developed into a total of ten, with each motif illustrating just how tough MTU engines are – whatever the conditions.