Campaign details

Agency: Redhanded
Advertiser: Kubota Tractor Australia
Category: 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 but also identified a new lifestyle segment.

The campaign, delivered, between 2013 and 2016:

  • A 64% increase in Kubota sales2
  • A 214% increase in profit3