Project Description

There can be few target audiences as financially ‘shrewd’ and as hard to reach, as farmers. That’s why when agricultural machinery manufacturer Amazone UK asked us to create their latest advertising campaign for the Super S-Boom and the UX 3200 ECO-Special Sprayer, we looked at all available media channels. Simply running a standard ‘features and benefits’ advertisement in Farmers Weekly was not going to cut it. Therefore we embarked on an integrated communications strategy based on press, electronic media (EDMs) and direct marketing. With the current market conditions being tough, the advertising content was very much ‘offer led’ with two distinct financial deals clearly highlighted. We know that farmers also love to see agricultural machinery, so we used top quality photography and ensured that where available, we had website links to video footage of machinery in use.