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2007 GOLD AGRICULTURAL, INDUSTRIAL & BUILDING
UNITED STATES
Myrna Krueger, VP - Account Dir. Jamie Moran, Account Supervisor Josette Hutchinson, Account Executive Dave Keepper, Creative Dir. Amy Myers, Account Planning Dir. Ryan Carlson, Designer Teresa Demma, Project Mgr. Michael Opperman, Senior Strategist Laurie Christen, Group Contact Strategist Cindy Reiners, Print Production Mgr. Grant Eull, Flash Developer Amber Navarrete, Editor Ramon Nunez, Producer Karri Lindamood, Interactive Project Mgr. Greg Goranson, Retoucher/Production Artist
SUMMARY
New Holland, a 111-year-old haytools company, faced the challenge of reinventing itself as a tractor brand in a category of fierce competition. With a limited budget, the company utilized a brand intrusion media strategy choreographed to launch during the peak of the purchase consideration period. This allowed New Holland to reverse years of sliding market share and post a 9% increase in overall tractor sales. This campaign, the company's most successful marketing program to date, also helped New Holland exceed its objective of increasing dealer satisfaction by 27%.
