Campaign Brief

• Disrupt the agriculture industry with awareness about a newly launched product (9R Tractor).
• Generate orders for the production period of Model Year 2022 (MY22) 9R Tractors.

Campaign Results

• In the agriculture industry, approximately 35 to a maximum of 40 tractors are sold annually in the 400 – 600 horsepower range, taking all competitors into consideration. John Deere AME was only allocated 17 building slots for this product, as it is normally the number of tractors sold per year.
• One week after the launch of the campaign, 20 orders for the product was confirmed. John Deere AME received a call from their Factory in Waterloo, confirming that they have received 20 orders and that there is clearly an upset / disruption in the market due to the launch video.
• Orders kept coming in, and more building slots were allocated to this region. 41 Orders were confirmed and delivered to clients. John Deere is currently dominating this Market Segment.
• This marketing approach reached a global audience and has resulted in John Deere AME being taken more seriously when requesting building slots for products and will have a big impact for their sales moving forward.

Omni-Channel Approach

Focus Video

I was responsible for the development of the emotive video concept and provided creative direction at the shoot, and ensuring that the important features of the 9R Tractor were showcased accurately.

Social Media

While launching the 9R Tractor to the industry, we focused on social platforms such as; Facebook, LinkedIn, Instagram, Twitter and YouTube, creating as much awareness as possible through the means of different artwork; teaser videos, carousels, and more. Below is an example of one of the many carousels.

Print Ads