The Context
New Holland Construction was outspent and out-performed in the light construction equipment category by the behemoths - like John Deer and Caterpillar - as well as emerging challengers like Kubota. They needed a new campaign to compete and separate the construction line of products from the New Holland Agriculture, they business they’re known for.
The Learning
We identified across the category, competitors leveraged the same visual and written motifs. They used heroic, action shots of their products with dramatic mood lighting and a tagline about dominating the site. But, in all the messaging, the operator – the person doing the work – was removed from the story. The competition also left out what the work was being accomplished. They didn't show what the products could actually do. We had the opportunity to bring the operator back into the picture, showing how this equipment makes life easier.
Strategy
Get light construction operators who need long-lasting vehicle performance to choose New Holland Construction for their next job by framing New Holland vehicles as an extension of the operator.
We developed a campaign called Beyond Performance. To demonstrate how New Holland outperformed the competition, we took words from the category and added new suffixes to create a cheeky new way to talk about performance. We also shot the vehicles in action to show demonstrate what they can actually do for the operator. This helped the brand stand out from the sea of sameness by getting tactical and showing the vehicles as an extension of the operator.
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.