Well done on winning Bronze in the Long Term Effects category for Kubota Tractors. Tell us more about the campaign
The Kubota ‘This Is The Life’ campaign was launched with a brand television commercial that captured the essence of what it means to work productively with the Earth to create an idyllic lifestyle – all made easier when working with a quality machine like a Kubota. We also sent out dealer engagement packs to the 120+ dealers to inform them of the new campaign launch. Brand ‘retail’ TVCs were also produced focusing on the key product categories of ride-on mowers, small and larger tractors and RTVs. A ‘This Is The Life’ catalogue was also created, with a print run of nearly 500,000. The online version of the catalogue with consumer competition, received more than 4,400 visitors. Over 2,200 entries online, created an ‘instant’ database for CRM marketing for Kubota. The campaign also saw the creation and launch of the new Kubota website, with site visitation up from approx. 600 to 2,200 per day.
You’ve worked on this campaign from the beginning. How did the idea come about?
There were two significant social changes within Australia that presented an opportunity to re-define the tractor category, and reposition Kubota within it. These were the ‘sea-change’ then ‘tree-change’ phenomenon taking place, along with the rapid rise in ‘hobby farming’. The Kubota ‘This Is The Life’ campaign repositioned Kubota and their products away from functional benefits to focus on an emotional connection for consumers that linked their machines to accomplishments and outcomes and to the aspiration of ‘a better life’.
How do you measure effectiveness?
Effectiveness within the Long Term Effects category is measured on both the sustained success of a campaign over a minimum of 2 years as well as the ROI (return on investment) of the campaign. The ‘This Is The Life’ campaign excelled in both these areas, with a 64% increase in sales from $130M in 2013 to $213M in 2016 and all during a time when the industry was experiencing a downturn of 8.9%. In regards to ROI, the ‘This Is The Life’ campaign delivered a ROI of 10.3x the marketing spend, that is, it generated
a return of $10.30 for every $1 spent.
What’s the highlight of the last three years on this campaign?
The highlight of the ‘This Is The Life’ campaign was working on the production of the second television commercial for the campaign. This TVC took the campaign to another level. It introduced a family of ‘tree-changers’ starting a new life and enjoying the connection with the community in the country town they now called home. It also introduced their local Kubota dealer, who not only gave them support and guidance on their new property, but a new friendship for the family. We worked with amazing people on this shoot and the final outcome was fantastic!!
And – be honest now – the moment you thought you would run away and never come back?
To be honest, I really can’t think of anything that bad that would have made want to me run away. The only time I did want to run away, it was for a different reason. We worked with a beautiful actor dog on the last TVC and I seriously want to pick her up and run away with her – she was so beautiful and extremely clever – an amazing talent!
What’s in store for Kubota Tractors next?
The upcoming year sees yet another growth in Kubota’s product line with a new range of grain drills and tillage equipment to be launched.