Mahindra
The Official Tractor of Tough
While Mahindra is the world’s number 1 selling farm tractor, it’s a challenger brand in America. They lack the budget and brand recognition of John Deere, and their tractors, while well-built, are on the high end of the market. With a heavy-duty steel frame and more built-in weight than any other tractor on the market, we knew that our universal truth was that our tractors are tough.
But that’s a played-out cliché. Being tough isn’t only the rough and tumble of field work.
By understanding what makes our customers resilient, our product becomes a supporter in their story of toughness.
Reutilizing Assets to Create Deal-based Incentives.
We were constantly challenged to stretch our dollar and reutilize imagery and messaging that worked within our previous campaign. With quarterly sales events, that means a whole lot of creatively rearranging, repackaging and rerecording VO to make the creative feel fresh.
Rolling Out the
5100 Series
How do you roll out a new series of tractor models on a tight budget? For me, that started with cold-calling satisfied, landowning customers who weren’t afraid to be put on camera.
After some well-intended Facebook sleuthing, I found J.T., a former rodeo-circuit athlete with 1,000 acres outside of Conroe. After 2 shoots on his property (3 if you count flying him out to Nashville to be a cost-savvy tractor tech and body-double for Chase Briscoe), he even invited me out to duck hunt his property.