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From the 15th Annual Shorty Awards

Cat Trial 13: Goodnight, Goodnight, Construction Site

Audience Honor in Branded Content


For nearly 100 years, Caterpillar products and services have helped improve the lives of people around the world. Our customers use our products to build the basic infrastructure that enables higher standards of living so that people have access to water, electricity, roads, bridges, hospitals, schools and so much more. Going forward, the company has challenged itself to double the services business by 2026.

We need to make customers more aware of our services. In an annual proprietary survey, what we found is that they’re often not aware we offer certain services let alone actually engage us to perform those services. With others, there is high awareness but low engagement. With a goal to double our services business by 2026, we’ve got a lot of work to do and we need to get creative.

Strategy and Execution

Our customers work hard. They work long hours, pushing equipment to the limits to get the job done. So having our dealers there to cover their service needs is a huge benefit. It gives them peace of mind, so they’re able to enjoy personal time with their families.

We chose to do a video inspired by the children’s book “Goodnight, Goodnight, Construction Site” because it was something they could share with their families and at the same time hammer home that the experience and knowledge to service equipment that they’ll get from their Cat dealers and the known service intervals established by Caterpillar.

Customers need to make sure their machines are serviced by trained professionals, so they can be sure their machines are up and running when they need them. Nothing can bring down a work site faster than downtime, as customers stand to lose a lot of money with equipment and people sitting idle.

By having Cat dealers do preventative maintenance at night, technicians can come when the job site is down for the night and avoid taking machines out of service/off a production line which is more efficient for the customer and the dealer.

Our customers “do the work” on job sites every day. Digging and hauling and dumping; they’re building a brighter future for people around the world. For Cat Trial 13, we brought the best-selling children’s book, “Goodnight, Goodnight, Construction Site” to life. We used the story of Crane Truck, Cement Mixer, Dump Truck, Bulldozer and Excavator spending an action-packed day in the dirt to tell the story of why services.

The video continues the story about what happens when the machines go to "bed." It features three global Cat dealer service trucks...the doctors that keep machines healthy and happy. Cat dealers are working 24/7 to make sure customers can focus on what’s most important: their business. The services and support they offer are key to success.

The theme is: “when you go to bed, we go to work!” We take pride in providing customers unparalleled support. It’s about extending the life of their machines and minimizing operating costs. And we do our best to be proactive instead of reactive. Cat Trial 13 sends that message home in a unique and engaging way. Plus, we were able to reinforce this idea when customers were at home with their loved ones.


Feedback from the field, was this started a lot of discussion with Dealers and customers about what services can help and with long planning cycles, we for see positive sales uptick. This far exceed goals for a niche industry like ours.



Video for Cat Trial 13: Goodnight, Goodnight, Construction Site

Entrant Company / Organization Name

Caterpillar Inc.


Entry Credits