Landpower is an Australasian distributor of farm machinery which represents a range of premium quality brands including the German company, CLAAS. While CLAAS leads market share for Combine & Forage Harvesters and Greenline equipment in New Zealand, the CLAAS tractor brand had yet to strike a chord with the New Zealand and Australian farmer market.
We developed a campaign designed to drive tractor sales in New Zealand and Australia. Ironically, we realised our job wasn’t to make CLAAS tractors look ‘better’, but instead to create a campaign that reflected the brand's technical strength and price competitiveness. We created the positioning line ‘A better business decision’ to keep the conversation with farmers about dollars and sense, deftly sidestepping the issue of customer loyalty to competitor brands. We then developed a print and digital campaign centred around compelling price offers, supported by a suite of testimonial style ads and a large run, direct mail brochure. This multi-pronged approach enabled the brand to drive sales via price while still building its reputation for quality and service. As a result of the campaign both sales and brand awareness have increased significantly.