March 25, 2016 09:50 AM

North American marketing team targets rural lifestyle audience with 2016 campaign.

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Massey Ferguson®, a global brand of AGCO Corporation (NYSE:AGCO), is pleased to introduce “The Last Tractor You’ll Ever Need” campaign. Launched on March 1, 2016, the program focuses on the rural lifestyle audience and consists primarily of digital media. Advertisements feature tractors in the GC1700, 1700E, 1700 Premium, 2700E, 4600M and 4700 Series which range from 22 to 100 PTO horsepower.

“AGCO recognizes the immense opportunity the Massey Ferguson brand and its long legacy have in the compact and utility market,” says Erin Edstrom, brand marketing manager at AGCO. “Many Massey Ferguson tractors are decades old and are still in operation today, which speaks to the incredible durability of our product.

“Today, with AGCO’s strong support, Massey Ferguson is bringing to market a line-up of tractors designed specifically for this segment,” Edstrom continues. “This customer is often buying one tractor and plans to keep it for a lifetime, so durability and versatility are critical. A land owner or farmer will know they can get the job done, now, and for years to come when they choose a reliable Massey Ferguson tractor. That is why we are confident this campaign will resonate with our core audience.”

View the 30-second Massey Ferguson commercial, “The Last Tractor You’ll Ever Need”

The campaign content will be delivered primarily through digital channels such as search engine marketing, digital display and social media platforms. “This integrated digital strategy allows us to be laser-focused on our target audience and provides real-time metrics through to the sale so we can react and optimize efforts rapidly. The campaign performance has been strong the first few weeks, and we are encouraged by the engagement so far,” adds Edstrom.

Providing strategy, media and creative services to Massey Ferguson are three partner agencies. The market research, creative concept and media strategy came from work led by VITRO, based in San Diego, Ca. “This was our way of introducing Massey Ferguson to a growing, new audience. They’re not always farmers, they're people who just love the rural lifestyle, so much so that they’re willing to give up a lot of the comforts of the city and take on all the tasks that come with having a few acres of land. So, we wanted to go beyond talking about horsepower and technology, to and connect with them on a more human level,” says KT Thayer, executive creative director at VITRO. Also assisting with the campaign execution are Crabb Radermacher, based in Atlanta, Ga. and Flint Group, based in Fargo, N.D.

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