a man putting a sticker on the side of a car

The Rebranding of Doosan to Develon

Develon (formerly Doosan Infracore) is a top global manufacturer of heavy construction equipment and a leader in technological innovation. With a history that dates back to 1896 in South Korea, the company has built a strong distribution network across Europe and beyond. Known for their exceptional quality and durability, Develon's machines are highly regarded for their quality and longevity.

Task and Objectives:
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‍Following an acquisition, Doosan was set to undergo a transformation and unveil a completely new identity—Develon. Our challenge was to design and execute a rebranding campaign for Europe that would not only preserve but also enhance the company’s established reputation and position in the construction, mining, and demolition industries.

Preparing the Campaign:
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‍We chose a unique approach for the rebranding campaign, focusing on the real experiences and emotions of actual customers, which we captured in a series of videos.

We opted for this strategy knowing that industry professionals value reliability and solid relationships with distribution partners over glossy corporate messages. Our aim was to show that, despite the rebranding, these essential qualities remain unchanged.

a woman standing in front of a construction vehicle

Kaidi Sulp, Estonia

a young man standing in front of a construction vehicle

Frank Verbij, Netherlands

a man standing in front of a construction vehicle

Norbert Rodrigues, Portugal

Campaign Execution
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‍We began by arranging online meetings with Develon customers in Germany, the Netherlands, Portugal, and Estonia, using contacts provided by the client. After preparing video scripts, we traveled to these countries to capture the real-life stories of professionals using Develon equipment. Our approach proved successful—these professionals not only depend on their equipment but also value the strong relationships with Develon’s distribution partners. While the brand name has changed, the trust and connections remain intact.

We then edited the footage into compelling final versions and created various formats required for the campaign. The technical execution for social media and PPC advertising was managed by Pudeto agency.

Old vs. new homepage

Old vs. new product detail page

Project Results
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‍The rebranding campaign was a resounding success. Develon effectively preserved its core attributes while gaining new strengths. The testimonial videos attracted significant interest from enthusiasts and potential clients across key markets, including the UK, Germany, France, Italy, and more. According to a Kantar marketing survey, the rebranding was the most successful in Europe compared to other continents. The campaign also received high praise from Develon employees. As a result, the new brand quickly achieved substantial recognition among industry professionals throughout Europe.

Our advertising and organic social media efforts reached nearly 17 million users, increasing Facebook page traffic by 300%. The campaign was also featured on YouTube, targeting carefully selected audiences, and complemented by content ads across the Google network. Overall, the PPC advertising garnered over 130 million impressions.