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Agrimarketing : June 2008
June 2008 ¦ AgriMarketing 37 M odern, innovative and dynamic. Those attributes are elements of the brand personality of New Holland and its tractors, combines and hay tools. The company and its agency, Colle+McVoy , set out to position New Holland as the tractor brand of the future. To accomplish that, they invented a new future for the com- pany’s products, focusing on cut- ting-edge technologies and great equipment design. The Future brand campaign is all about bringing the concepts of modern, innovative and dynamic to life in everything New Holland communi- cates to customers and dealers, said Dawn Fox , Communications Manager, New Holland. “The campaign isn’t about selling a specific tractor model or hay tool. It’s about selling the New Hol- land brand, about defining what it stands for.” One of the biggest challenges, Fox explains, was developing a cut- ting-edge campaign that appealed to three separate segments of the farm equipment market: livestock produc- ers/hay growers, cash crop produc- ers and rural lifestylers. The key was finding a common emotion that linked all three groups to new trac- tors and equipment. The team dis- covered that common mindset was one of pride in choosing a non-tradi- tional option. Research showed that people in all three groups shared a feeling of enpowerment based in being non-conformists. They liked the idea of choosing the most mod- ern, technologically advanced trac- tors and equipment available. The agency team also worked to capture the elusive element of “cool.” Whether the target was a crop producer looking to buy a new combine, a livestock producer in the market for a baler or a part-time farmer considering his first utility tractor purchase, all wanted to own the coolest equipment. Agency research confirmed that, while function was most important, potential buyers get more excited about a machine if it is cool. And that cool combined with practical and powerful is the perfect package. So the team set out to demonstrate just how cool New Holland equip- ment is. FOCUSING ON COOL “Anyone who has been to a farm show knows people love the metal. The kids are crawling all over the machinery, and that attitude doesn’t really change just because they grow up,” said Dave Keepper, group cre- ative director Colle+McVoy. “Farmers may not giggle or bounce on the seat of a new tractor like they did when they were young, but they still get pretty excited when they see something new and dynamic. That’s the reaction we’ve witnessed when farmers come up to a New Holland tractor or combine at a show.” With the goal of capturing that “cool” reaction from the target audi- ence, the agency went to work to cre- ate an integrated campaign that were all about the equipment. “The artistic approach was to do all we could to highlight the machines and make them stand out visually,” explained Keepper. “We put them in cool-looking, futuristic environments and used very dra- matic lighting. The backgrounds are simple, but bold, and the focus is on the machine.” “Consumers see lots of ads, so getting them to stop and take notice is critical to the success of any ad campaign,” added Fox. “The bold headlines and photos in the New Holland national ad campaign com- mand attention. They don’t look like all the other equipment ads.” Standing Out From the Crowd Creating advertising that looked nothing like other agricultural equipment ads was essential to the campaign, Keepper explained. “If you follow the crowd and do me-too ads, all the credit goes to the market leader. So unless the New Holland brand was prepared to do something significantly different from anything else out there, it would have been better not to do anything at all.” Happily for the agency team, their client was in complete agree- ment. Early concept testing only reinforced those beliefs, said Fox. 2008 NAMA’S BEST OF SHOW: ADVERTISING NEW HOLLAND CAMPAIGNS TO OWN THE FUTURE (more on page 38) The WhyBlueIsBetter.com Web site has sparked strong response from rural lifestylers, building interest in New Holland tractor lines.
July August 2008
Canadian Agribusiness Employer Guide 08