Media Buying & Placement (Print)
Purpose: The purpose was to utilize billboards owned by a local Versatile dealership for promoting the Versatile brand.
Target Audience: The target audience comprised new customers passing by on the nearby highway.
Messaging: The messaging strategy utilized the existing value proposition of the Versatile brand, highlighting its reputation as a reliable and efficient workhorse on the farm. The aim was to communicate that these tractors were available at the local dealership.
Creative: The creative approach focused on developing a branding concept that portrayed the Versatile brand as tough and straightforward, aligned with the image of a reliable workhorse. The branding visuals incorporated dirty and gritty styling to emphasize the ruggedness and durability of the tractors. Additionally, the branding highlighted the importance of local dealerships, emphasizing that they understood the specific needs of local farmers.
Call-to-Action (CTA): N/A
Tracking and Measurement: The tracking and measurement of the billboard campaign primarily relied on word-of-mouth feedback from individuals who visited the nearby dealership. By monitoring and gathering customer feedback, the dealership could assess the impact of the billboards and gauge the level of interest and engagement generated among the target audience.