Plant the seed for success

To establish John Deere Financial in the emerging farmer market, we focused on the crucial first step of the marketing funnel: brand awareness. The primary challenge was John Deere Financial’s minimal presence in this segment, where they had yet to make a significant impact.

Our strategy involved crafting a campaign that would position John Deere Financial as a trusted and effective partner in equipment financing. We aimed to embed the brand in the minds of emerging farmers as a key ally in their agricultural journey. To achieve this, our campaign was designed to enhance brand visibility and position John Deere Financial as the ideal starting point for these farmers.
Instead of concentrating on the difficulties and challenges traditionally highlighted in agricultural marketing, our campaign conveyed a positive and supportive message. We wanted to shift the focus to the opportunities and potential for growth that farmers experience.

The campaign’s core message was: “The effort you put in today nurtures the growth and success of tomorrow. Good partners are like good seeds.” This statement was crafted to resonate with emerging farmers, emphasizing the long-term benefits of their hard work and the importance of having a reliable financial partner.

By presenting John Deere Financial in this positive light, we sought to build a meaningful connection with the emerging farmer market. The campaign aimed to foster brand recognition and establish John Deere Financial as an essential and supportive partner from the outset of their farming journey. This approach was intended to create a strong, lasting impression and drive engagement within this evolving market segment.