Puma European advertising
Case IH are one of the world's leading tractor manufacturers, but along with many others, got lost in a generic world of marketing and advertising. Typically images of a tractor in a field were being lost amongst images of more tractors in more fields. Case IH wanted to standout and promote their latest multi-purpose Puma tractor with an integrated marketing campaign which was anything but multi-purpose.
Being multi-purpose would suggest that the Puma was pretty good at everything. That would lead to talking about everything and not focusing on anything. Not this time!
Working with sister agricultural agency Land Communication on the account, the idea was to focus around one of five core reasons Puma would make the perfect utility tractor rather than dilute any message.
The ‘tractor in the field’ approach was thrown out straight away and the Puma campaign was executed in an automotive way – given that a tractor can cost far more than a luxury car, why not!
A clean white advert added to this revolutionary look and feel for the farming sector, helping the adverts jump off the page.
Five directions were created across all print and digital media. ‘Balance’ was for the power and efficiency, ‘caliper’ talks about the accurate GPS and ‘CVX’ promotes the single gear operation.
All images were shot in a studio and car detailers cleaned and polished all the engines and gearboxes.
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