Farmlands Trading Society: The Party of the Year

The Farmlands Trading Society, a retail co-operative for farming supplies in New Zealand, wanted to boost usage of the Farmlands Card credit card, which its members saw as secondary to mainstream cards.

Farmlands Trading Society: The Party of the Year

Category: Limited Budget: less than $300,000Agency: justONEClient: Farmlands Trading Society Limited

Summary

The Farmlands Trading Society and justONE campaign to boost use and spend of the Farmlands Card certainly gave farmers a reason to party.

A traditional spend-and-win promotion was not going to cut it with farmers in 2011. So, the team at justONE turned it on its head and developed a uniquely rural campaign with a big idea.

The resulting Party of the Year campaign massively outperformed all objectives – it grew overall spend on Farmlands...

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