CGT Next Gen Dust Heroes

To launch the new 305 Cat^® Next Gen excavator and generate leads and test drive appointments, we created Next Gen Dust Heroes—the first video game that lets players put their excavator skills to the test.

The challenge

CGT asked us to develop a campaign capable of generating leads for the launch of the new 305 Cat^® Next Gen mini excavator. The goal was to drive test drive sign-ups, giving potential buyers the opportunity to experience the machine firsthand—an innovative, compact, and highly maneuverable model that’s operated with a single joystick.

The idea

You can operate it with just one joystick? That’s what sparked the idea!

We created a video game that acts as a true digital test drive—challenging players to prove their excavator skills and unlock access to a real test drive at a CGT dealership.
That’s how Next Gen Dust Heroes was born: an arcade-style game that puts users behind the controls of the 305 Cat^® Next Gen on a virtual construction site.
No coins required—just a few contact details. The reward? A trip to the Caterpillar^® Demonstration & Learning Center in Málaga.

The video game

Before diving into development, we made things easier for both the client and the developers by creating a brand identity inspired by classic ‘80s arcade games.
We named it Next Gen Dust Heroes and designed the game’s look and dynamics—setting the stage for the developers to bring it to life.

The campaign

To attract potential players, we developed and ran a digital and social media campaign that included banners, post images, videos, and carousels—taking care of both creative content and media planning.

Website

The entire campaign led users to a dedicated landing page on the CGT website.
There, they could play Next Gen Dust Heroes, book a test drive, explore the features of the 305 Cat^® Next Gen mini excavator, and enter the contest for a chance to win a trip to Málaga.

The results

In just 2 months, the campaign delivered impressive results: we gathered 564 leads, secured 141 test drive bookings, and received 124 contest entries—proving that even a B2B campaign can put fun at the center.

2 months

duration

867

Players
engaged

564

leads
generated

141

Test drive
bookings

124

contest
entries

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