To develop a new, unique positioning for Kubota within Australia that targeted the lifestyle and sea/tree change market.
No brand in Australia had ever linked the use of a tractor to the feeling of satisfaction and the sense of achievement that comes with a job well done. The exploration of this emotional insight was the genesis of the ‘This is the Life’ positioning.
Beautiful imagery and powerful music played an integral role in bringing the campaign to life, capturing the true essence of what it means to work productively with the Earth, with Kubota playing a key role in making it all happen.
Our ‘This is the Life’ campaign extended beyond brand to encompass a high impact, retail campaign that ran across television, print, digital and social media.