CASE: SET YOUR OWN STANDARD
Yale Materials Handling has been providing ‘uplifting solutions’ since 1875. From traditional lift truck equipment to emerging technologies, their goal is to provide the solutions customers need, when and how they need them. As Gobsmacked® we have extensively worked with Hyster-Yale Group, the parent company, for years. And did you know that Yale is a true pioneer when it comes to electrification? Yale launched their first range of battery-powered lift trucks as early as 1920!
2022 marks the year of the global release of Yale’s latest iteration of their flagship product: the Yale Series N forklift truck. As the first touchpoint and driver of the launch campaign, we created the concept and took care of production for the Yale Series N commercial. To ensure a richly filled and engaging customer journey, we are creating more video and visual content for each stage. In addition, we use the commercial’s footage and aesthetic theme as a resource for social media and other collateral.
Yale launched their first range of battery-powered lift trucks as early as 1920! “
As with every process we start with the project’s WHY, we gather resources, guidelines and engage in some preliminary brainstorming with the client’s marketing team. Of course, we also have to take some logistic and practical restrictions into account. For example, we considered contacting SpaceX to shoot a Yale truck into space, but that quickly turned out to be infeasible … Throughout the years though, when creating content for materials handling solutions we every now and then take a page out of the automotive marketing handbook. To make a new car model look as sleek, polished and attractive as possible on camera almost became a sport in its own right. Since we genuinely love and respect the manufacturing industry, we have always strived to ‘level up’ its aesthetics to give it a more ‘premium’ perception.
In this case, we were excited about the idea of putting the forklift truck in front of a big white backdrop, and using video projection to send the truck on a journey through various industries, while the truck’s configuration changes according to the environment it has to operate in. See, the most important characteristic of the Yale Series N is that it gives a customer the ability to configure the exact truck for his or her application. The newly adopted design philosophy offers ‘the right truck for the right price’, with loads of configuration flexibility so you only pay for the things that you need.
From a brand perspective, one of Yale’s core values has always been its human-centered approach. So, in addition to the sleek and flashy visuals that we created, we felt it was necessary to include a human. In this case, played by actress Fiona Yauw, she portrays the ‘operations manager’ closing her eyes and visualizing the exact solution that she needs to tackle her logistical challenges.
PRODUCTIVITY IN THE HARSHEST CONDITIONS
As part of the Yale Series N forklift launch campaign, we created multiple videos, including the one below. We traveled to Germany where the truck was submitted to some extreme climate tests. The result was quite compelling:
To make a new car model look as sleek, polished and attractive as possible on camera almost became a sport in its own right. “