Al-jon has been making equipment for the scrap recycling and waste markets for a long time, so they really know what they're doing. Their 126,000 pound compactor, for example, is the heaviest on the market. And the 580CL crushes 25 cars in an hour.
To highlight these competitive advantages, HRB developed ads that had an interesting twist. One showed an Al-jon robot winning a Rockem Sockem robot match with the copy "Al-jon 600... still the undisputed heavyweight champion of the world."
To connect with their audience, Al-jon tried something different. Sometimes that's what you have to do to get your message across.
When everyone is doing the same thing, being different can make all the difference. That's the approach HRB took to help Al-jon, a scrap and solid waste equipment manufacturer, position itself as a leader.
Instead of running ads of Al-jon machines, HRB determined what made Al-jon products better than their main competitors, such as Caterpillar, aka "Cat." We then developed ads that communicated one of those differentiating features in an amusing way. "Scaredy-Cat!"
Once considered of secondary importance, Al-jon is now viewed as a major leader in the landfill industry.
