When we first met with Doosan Machine Tools, we quickly learned the company needed an injection of confidence. Thanks to decades of consistent engineering, design and R&D, their Korea-made machines could compete with the best Japan had to offer—and at a lower price point to boot.
Two words was all it took to give Doosan that confidence and position them as a global frontrunner: MACHINE GREATNESS. There are two meanings to the brand promise. The first is obvious: Doosan has great machines. The second is the call to action: With Doosan, people can machine great things.
We are defined by what we produce; it sustains us while we’re here and speaks for us when we’re gone. Might as well make it great.
Doosan has a massive range of impressive machine tools, but finding the necessary information on each model was not an easy thing to do on their website. And so, we were brought in to design, write and build an all-new website. The result is a sleek and intuitive site that gives customers tools like a Machine Finder to instantly find the right model for the work they do.
When we started working with Doosan, we knew they had a strong presence on Facebook and Twitter. But we also realized the vast majority of chatter about their machines was happening on, of all places, Instagram. People all over the world shared the intricate parts they made on Doosans, even though the company didn’t even have an Instagram account.
So we created one. Without spending a dime on sponsored content, @doosanmta adds hundreds of followers each month and even helps fuel content on the other social media platforms. A quick and conversational tone of voice makes them seem more like a human and less like a B2B powerhouse.
Today, distributors and machinists all over the U.S. are eager to show their pride as a #DoosanShop, and we love giving them a digital fist bump for their hard work. Their Instagram account is a must-follow for anyone who loves machining, and exciting new content is posted regularly on their Facebook, Twitter and LinkedIn channels. Next time you hear someone say social media and B2B don't mix, counter-punch with three words: Doosan Machine Tools.
As you might imagine, sparks fly when Ivor Andrew’s production quality meets Doosan’s incredible machining capability.
The fresh Machine Greatness branding gives Doosan and its machines the world-class look they deserve.
Leaving the office on a Tuesday evening, we got word of a developing fire drill with Doosan Machine Tools. They were being given an opportunity to team up with longtime partner, Joe Gibbs Racing, to take over the Erik Jones #20 NASCAR Cup car sponsorship for the upcoming weekend at Michigan International Speedway.
What that meant for Ivor Andrew was that we were getting the rare opportunity to develop that weekend's one-off livery for the car and team. Unfortunately for us, it also meant that it needed to be done almost immediately.
Working directly with the Joe Gibbs Racing marketing department and Doosan, we were able to not only develop the look of the race car in less than a day, but we swiftly handled the design and production of the JGR crew shirts and hats, as well. While not the amount of time we would have liked to create our first motorsports livery, it was still an awesome experience that resulted in watching a nails-tough 13th place finish for Erik in the #20 Doosan JGR Toyota.
Doosan put Machine Greatness on display at IMTS 2018.
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