"We aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience."
Independent agency Enigma has launched a fully integrated national campaign for equipment manufacturer New Holland.
This is the first campaign created via a collaboration of Enigma’s media and creative teams since the agency was awarded the creative account earlier this year. Enigma has worked on New Holland’s media business since 2014.
The ask was to place New Holland customers, employees, dealerships and service support teams front and centre of the creative by highlighting the importance of the long-lasting, deep relationships and exceptional product support and service that New Holland offers to the communities they service.
Enigma’s remit covered media planning and buying, campaign strategy and creative, production, photography, design and rollout.
The people-led campaign, underpinned by the tagline ‘We grow through what you go through’, shines a light on how New Holland’s teams constantly learn and grow from their customer partnerships.
Matt Dawe, creative director at Enigma, said authenticity is a word that gets thrown around a fair bit in this game.
"But in this case, it couldn’t be more relevant. Everything from the genuine New Holland dealer and customer relationships through to the biting cold mornings were true and legit, and we couldn’t be happier to see it come to life so beautifully in this campaign,” said Dawe.
The campaign showcases the positive rural and community spirit and passion of New Holland team members. Despite facing challenges of everyday life on the land, these individuals are resilient and committed.
This portrayal humanises the brand and resonates with farmers and customers who appreciate New Holland’s dedicated quest to deliver top-tier products and service.
The TVC execution is part of a bigger national integrated campaign focusing on regional TV, messaging depending on the audience’s proximity to dealerships.
Bruce Healy, GM for New Holland Australia & New Zealand, said it loved the idea as it demonstrates how the team and dealers operate and collaborate.
"A hands-on approach, side by side with our customers, going through shared experiences. Showing that we aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience," he said.
The 60sec TVC launched on July 16, with the rest of the campaign, including bus sides and digital placements, going live this week.
Credits:
New Holland
Bruce Healy – General Manager, Australia & New Zealand, New Holland
Ross Purdy – Head of Marketing Australia & New Zealand, CNH Industrial
Richie Shawl – Marketing Manager Australia & New Zealand, New Holland
Alyce Hunter - Retail Marketing Manager, CNH Industrial
Enigma:
Executive Creative Director – Tim Brown
Executive Producer - Katie Hope
Freelance Director - Jason Wingrove
Freelance Producer - Alan Robinson
Creative Director – Matt Dawe
Art Director – Dan Stephens
Copywriter – Mitch Bozzetto
Head of Design – Tim Ryder
Producer – Ryan McGrath
Freelance Editor - Mark Bennett
Sound post - Mark Brandis
Business Partner – Brendan Swansborough
Business Manager – Maddison Kibler
Media Executive - Sophie Klecha
Group Director, Media - Sally Lawrence
Media Manager - Brooke Tunbridge
Media Coordinator - Madalyn Edmunds
