The ‘tractor in the field’ approach was thrown out straight away and the Puma campaign was executed in an automotive way – given that a tractor can cost far more than a luxury car, why not!
A clean white advert added to this revolutionary look and feel for the farming sector, helping the adverts jump off the page.
Five directions were created across all print and digital media. ‘Balance’ was for the power and efficiency, ‘caliper’ talks about the accurate GPS and ‘CVX’ promotes the single gear operation.
All images were shot in a studio and car detailers cleaned and polished all the engines and gearboxes.
“The sales generated by the wallet campaign overshot their sales targets. The combination of direct mail, print advertising, social media and email, rather than any one channel, was probably what made it such a success”
The campaign created a huge amount of interest within the farming community which resulted in incredibly strong sales. The bravery to do something totally different in such a familiar sector really engaged the younger market and pitched Case IH tractors in a much more dynamic way.
