CLIENT
New Holland North America
Dawn Fox, Communications Mgr.
AGENCY
Myrna Krueger, VP - Account Dir.
Jamie Moran, Account Supervisor
Josette Hutchinson, Account Executive
Dave Keepper, Creative Dir.
Amy Myers, Account Planning Dir.
Ryan Carlson, Designer
Teresa Demma, Project Mgr.
Michael Opperman, Senior Strategist
Laurie Christen, Group Contact Strategist
Cindy Reiners, Print Production Mgr.
Grant Eull, Flash Developer
Amber Navarrete, Editor
Ramon Nunez, Producer
Karri Lindamood, Interactive Project Mgr.
Greg Goranson, Retoucher/Production Artist
SUMMARY
New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intrusion media strategy choreographed to launch during the peak of the purchase consideration period. This allowed New Holland to reverse years of sliding market share and post a 9% increase in overall tractor sales. This campaign, the company's most successful marketing program to date, also helped New Holland exceed its objective of increasing dealer satisfaction by 27%.
