New Holland speaks to regional communities in first full-service work from Enigma
Full-service independent agency Enigma has launched a fully integrated national campaign for agriculture machinery company New Holland, in the first collaboration of its media and creative teams since its creative account win earlier this year.
The campaign places customers, employees, dealerships and service support teams front and centre, by aiming to highlight the long-lasting, deep relationships that New Holland offers to the communities its serves.
Its tagline ‘We Grow Through What You Go Through’ shines a light on New Holland’s support and service to its customers – specifically its regional communities.
Matt Daw, creative director at Enigma, said: “Authenticity is a word that gets thrown around a fair bit in this game, but in this case, it couldn’t be more relevant.
“Everything from the genuine New Holland dealer and customer relationships through to the biting cold mornings were true and legit, and we couldn’t be happier to see it come to life so beautifully in this campaign,” he continued.
New Holland ANZ’s general manager, Bruce Healy, said: “We loved the idea as it clearly demonstrates how our team and dealers operate and collaborate.
“A hands-on approach, side by side with our customers, going through shared experiences. Showing that we aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience.
“We are looking forward to seeing the results,” Healy concluded.
The spot is part of a bigger national integrated campaign that focuses on regional TV and messaging dependent on the audience’s proximity to New Holland dealerships.
The campaign has rolled out across TV, OOH and digital.
Enigma has worked on New Holland’s media business since 2014, but in March this year was awarded its strategy and creative accounts, following a competitive pitch process.
Jack Mason, managing director of Enigma, said at the time: “New Holland is a fantastic business with so much creative potential. Potential that will be easier to achieve by having strategy, creative and media working together within one agency. It makes collaboration easier, encourages exciting new perspectives and ultimately helps us produce best in class work for this iconic brand.”
Credits:
New Holland:
Bruce Healy – General manager, Australia & New Zealand, New Holland
Ross Purdy – Head of marketing Australia & New Zealand, CNH Industrial
Richie Shawl – Marketing manager Australia & New Zealand, New Holland
Alyce Hunter – Retail marketing manager, CNH Industrial
Enigma:
Executive creativedirector – Tim Brown
Executive producer – Katie Hope
Freelance director – Jason Wingrove
Freelance producer – Alan Robinson
Creative director – Matt Dawe
Art director – Dan Stephens
Copywriter – Mitch Bozzetto
Head of design – Tim Ryder
Producer – Ryan McGrath
Freelance editor – Mark Bennett
Sound post – Mark Brandis
Business partner – Brendan Swansborough
Business manager – Maddison Kibler
Media executive – Sophie Klecha
Group director, media – Sally Lawrence
Media manager – Brooke Tunbridge
Media coordinator – Madalyn Edmunds
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