Campaign details
Agency: RedhandedAdvertiser: Kubota Tractor AustraliaCategory: Long Term Effects
Executive Summary
A new paradigm in moving metal
In 2015, Kubota became Australia's No1 selling tractor brand1.
Considered as a 'toy' machine, Kubota struggled for 35 years to position itself as a genuine alternative to the powerhouse brands of John Deere and Massey Ferguson.
In 2014, Kubota launched the "This is the Life" Campaign, and transformed marketing of the entire category from a purchase based on facts and function to one driven by an emotional connection to brand. The campaign targeted professional farmers...