[vc_row][vc_column][vc_column_text]Brief
Tractors are a high-involvement group that necessitates extensive marketing efforts with dominance at its heart. John Deere has always been at the forefront of understanding Indian farmers’ needs and supplying them with technologically innovative goods to meet those needs.
It was critical for John Deere to work hard to ensure that farmers will feel the dominance of its tractors and become committed to them as a wise investment. The timing of the same was the next point of concern in order to make the most of the situation. Farmers time their purchases to coincide with the auspicious festive season, which begins with Navratra. As a result, there is a lot of buzzing and humming around in rural markets as farmers know their harvest and are better able to make purchasing decisions.
A significant portion of the overall sales in the tractor industry each year comes from the replacement sector. Aside from attempting first-time buyers, the brief gave equal weight to the current John Deer tractor and other tractor customers and found ways to ensure complete conversion of the same. In the whole activity, we highlighted the JD 5036 C as a premium product among other tractors of similar 35 HP category & its’ speed which in turn leads to higher productivity.
Activity Concept
The theme we used to illustrate the operation was “Jaha Gati Waha Pragati,” which highlighted that speed is a basic feature that helps a farmer develop and advance because the tractor is the basic tool of a farmer used for cultivation, so high speed would improve productivity by cultivating more, leading to a richer and better life.
This Campaign has created awareness about JD 5036 C and had given farmers chance for the test drive so as they can feel the features of the product and can make out the difference among other competitors in the market. They had also been educated about the features of JD 5036 C over other canters through an interesting AV.
Objectives
- To increase brand visibility.
- Highlighting the best brand features in the same segment.
- Aiming maximum numbers of target customers.
- Initiating test rides to get hands-on experience.
- Explaining unique product features to the target customers.
Activity
The concept was carried out with the help of two vans and the key was to get the desired response from farmers. To achieve this, farmers were put at ease and were oriented about John Deere Tractors.
Pre-campaign
The pre van reached out village a day prior had informed the farmers about the next day’s upcoming event of John Deere Tractors and we also placed banners in each village informing them about the activity. During the pre-activation, handbills were distributed to all villagers, JD explained the scheme to tractor owners, calendars were distributed to villagers inviting them to the case, and a pre-recorded jingle about JD tractor was played on the canter.
Main Campaign
Every day, the main van went into the villages and covered two villages, creating a massive arena set-up in which an after movie interaction round, an interactive/entertaining A/V was played in the event explaining JD 5036 C. Games that are fun to play include puzzle games and basketball games, where thereafter this we initiated farmers to do the test ride of JD 5036 C Tractor.
Scale & Results
“Jaha Gati Waha Pragati” The whole concept was bang on. It helped John Deere Tractors increase the revenue from the state as shared by the client. To be specific about the results, the activation managed 20832 farmers in total.
About 9415 of them attended the session, with 2026 farmers being identified as Hot Leads. During the activation, some current John Deere farmers were spotted, and they enthusiastically recommended the brand. It has given our brand more substance and given other farmers trust in our brand.[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][image_carousel images=”13972,13974,13975,13976,13977,13978,13979,13980,13981,13982″ click_action=”light_box”][/vc_column][/vc_row]
