Kubota Tractor Australia

‘This is the Life’ Campaign

Considered by many as a machine for ‘pretend farmers’, Kubota struggled for more than 35 years to position itself in Australia as a genuine alternative to the powerhouse tractor brands of John Deere and Massey Ferguson. In 2013 Kubota partnered with Redhanded Creative to develop a communications strategy to revitalise the brand.

‘This is the Life’ Campaign

The Brief

To develop a new, unique positioning for Kubota within Australia that targeted the lifestyle and sea/tree change market.

The Idea

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.

The Execution

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.

No. 1
selling tractor brand in the 0-100 horsepower category in Australia
Increase in sales
Increase in profit
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