The world's first indestructible press release. We announced the PRO Z Series by sending dealers and influencers a press release made out of triple-7-gauge steel - the steel that gives the PRO Z mowers the thickest and strongest cutting deck to ever hit the market. By using the machine's exact build specs and finish on a messaging platform that our audience could hold and feel, we validated the message that the new line of professional mowers had serious commercial-grade durability merit.

The steel press release idea was beyond the scope of the client's communications plan which meant we had almost no budget, and needed to act quickly. Fortunately, the idea leaned on the client's resources. We designed the press release to feature a laser-cut logo and screen-printed type on three slabs of bolt-reinforced 7-gauge steel - replicating the PRO Z's triple-7-gauge steel cutting deck. To fabricate the press release, we worked with our client every step of the way, from sourcing and cutting the steel to painting and printing to fastening. While awaiting production of these, we conceived its packaging: a custom-painted wood crate with a crow bar attached for unboxing. Ultimately, we created 36 press releases: 30 for key dealers and six for influencers and journalists. The heavy-duty mailer was shipped to top dealers before GIE+EXPO, where the PRO Z Series would be introduced to the general public.

The heavy-duty mailer made a strong impression, generating a handful of positive press and social media mentions. More important, it got key dealers excited about Cub Cadet's new entry to the professional category and helped generate preseason orders. While consumer sales data is unavailable at this time, preseason sales of the PRO Z Series outpaced goals by 25%.