The New Holland business pitch introduced me to my favorite target audience to date - the Gentleman Farmer. Monday-Friday, 9-5, these individuals don suits and bounce from one business meeting to the next. But come the weekend, it's overalls and tractors, farm fields and chicken coops, that have their undivided attention.
New Holland has a line of tractors just for them. And they needed a fun campaign to launch the brand to this special audience.
We developed two unique looks, with print, OOH and social media aspects to grab attention and increase sales of tractors.
The first, "Dirty", appeals to the fun aspect of working with your hands, and going back to the land - getting dirty and reveling in it. Here is an online screen take over that captures the spirit of fun:
