Engagement: 8+ years
- Brand strategy and development
- Advertising, literature and direct mail
- Research and strategic planning
- New product introduction
- Video production
- Photography, animation and illustration
There are few if any tractors on this planet like a Fendt. Its technical sophistication and detailed appointments are hard to match. With its powerful capabilities and sleek design, it’s no wonder Fendt leads many European markets. Yet, in North America, the brand was less well known. Our task was to convey the awesomeness of this leading tractor brand in a market where few had heard of it and even fewer had any knowledge of how the product really performed.
As is often the case with ag products, we took to the field to learn from customers. We found Fendt customers to have exceptional attention to detail and a strong grasp of the latest in farming technology.
These operators drew our focus, and the resulting campaign was about aspiration. A Fendt is not for just anyone. Only the truly exceptional know what they want to do and what they want— it’s why they keep choosing Fendt.
Our campaign featured many of these exceptional farmers and kept a relentlessly pushed messaging that stressed the important innovations that Fendt had created. Ultimately, our team successfully created a North American identity for the company that synchronized with the European image and gave the brand a new voice in the North American market.
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