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Agrimarketing : June 2008
38 AgriMarketing ¦ June 2008 BEST OF SHOW: ADVERTISING /continued from page 37 “Producers picked up on the stark but solid backgrounds and high-tech feel of the ads. They said they were attention-getting, but that they also confirmed New Holland’s brand image of owning the future.” The message was reassuring to both dealers and customers, she said. “It confirmed the company’s com- mitment to the industry. It showed them we’re serious about being in this business for a long time.” Heavy emphasis on images and headlines, with minimal copy, was another key component of the bold strategy. “We know producers have healthy skepticism when it comes to advertising, and if the image doesn’t match the message, the ad will fall flat,” said Keepper. “To avoid that, we concentrated on making the ads as cool and dynamic as the products.” REACHING TARGET AUDIENCES Print advertising was an important element in the campaign, but the cam- paign also focused on media vehicles that would have the most impact with specific audiences and would effec- tively promote the brand image. “We had a brand intrusion strat- egy for New Holland, so we were looking for multiple points of contact and to build on the momentum from the previous campaign,” explained Laurie Christen , Group Contact Strategist, Colle+McVoy. “We moved further into digital space with this campaign, with a larger digital component. Our Web advertising initiatives had been very successful for New Holland the pre- vious year, so we wanted to expand that. We knew medium would underscore the brand’s bold, cutting- edge identity.” The WhyBlueIsBetter.com Web site and related advertising had gener- ated tremendous response from rural lifestylers and increased interest in the New Holland Boomer and T-4000 utility tractor lines. Broadening that approach was a logical extension for the new campaign, said Christen. “We sponsored an editorial insert series that centered on technology trends, again underscoring the theme of New Holland as the most future-oriented, cutting-edge brand in the business.” GRASSROOTS ENTHUSIASM There was no shortage of excitement among those who worked on this campaign, said Keepper. “Everyone on the team has driven New Holland products and has talked to lots of people who use them. We all know they’re the best. Starting from there, it was much easier to create a con- vincing campaign.” The final key to campaign suc- cess was a great client, Keepper added. “The solid, productive rela- tionship we have with the people at New Holland really helped make everything come together.” AM The modern, innovative and dynamic attributes of the New Holland brand personality infused the winning campaign, which invented a new future for New Holland products. The cutting-edge campaign, with stark, solid imagery followed a bold strategy aimed at audiences with a healthy skepticism for advertising.
July August 2008
Canadian Agribusiness Employer Guide 08