Farmlands Trading Society: The Party of the Year
Category: Limited Budget: less than $300,000
Client: Farmlands Trading Society Limited
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 Card by a whopping 24.7% over the campaign period, activated 10% of non-users and affected a long-term behavioural change that is still being realised 12 months on.
The target audience was the 27,000 Farmlands shareholders. They are farmers, living in rural areas, in small tight-knit communities of 10-20,000 people. There were a few core insights identified that helped to engage them and make the campaign a success: