Advertiser: Kubota Tractor Australia
Category: Long Term Effects
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