Caterpillar is the world’s largest and leading manufacturer of construction equipment. In 2017, the company started its most important product launch in 25 years, titled NEXT GEN HEX. This new product generation represents a fundamental shift in Caterpillar’s very important excavation division. A spectacular event series in September was planned to generate the greatest possible buzz for the world premiere of this new generation.
The creative idea behind “Night of the Challenger” reinterprets the Caterpillar Training Center in Málaga, showing the innovative generation of products in its “natural” environment. It completely transforms the “outdoor sandbox” used for training and product demonstration purposes into a stunningly new space with a spectacular multimedia experience.
The ultimate multimedia show: The reveal show on the night before the product launch was the ultimate multimedia experience: The open air performance used projection mapping to create an extraordinary media display spanning over 4,500 m2, measuring 100 wide and 45m deep. 14 high-performance projectors with a total output of over 280,000 ANSI lumens combined to create an amazing high-resolution 5k media production, an impressive spectacle that filled the massive outdoor space.
At the heart of the action was a 12m large cube, which served as an additional projection surface and concealed the new product generation. A double drop curtain, characteristic of kabuki, incorporated the product reveal into the overall story of the presentation in two striking highlights.
Storytelling in three acts:
The 16-minute evening show takes the audience through three chapters in the world of Caterpillar, spanning the company’s beginnings in the early 20th century to the latest challenges in this era of digital transformation.
Suspense built from act to act during the entire show, supported by key moments dedicated to the Caterpillar brand and its history. The focus of the story was on technical innovation – from the first products in the company’s early history to the reveal of the new, revolutionary product generation.