The Fusion approach is always to consider how we identify, target and reach effectively the appropriate customers for each product whether dairy farmer or builder, the creative approach we take is highly specific and focussed to each target audience.
Client:
Kubota UK
Our task:
Machinery/brand advertising
Fusion has worked extensively with Kubota across its two machinery divisions for a wide range of land based business sectors including agriculture, groundcare and construction sectors.
From original concepts, copywriting and artwork for both on the page and online media – Fusion develops and provides integrated campaign content to promote Kubota machinery – tractors to mowers, mini excavators to side by side utility vehicles in a wide range of trade media and digital platforms.
Bringing over 25 years agricultural marketing experience Fusion have played a key role in promoting and launching Kubota machines to market, in particular it’s M series for agriculture, new groundcare machinery including electric to construction – promoting its market-leading mini excavators.
Advertising objectives have included brand building to product awareness, finance promotions to driving demo requests to Kubota’s dealer network.
From concept to photographic art direction and liason on-farm, campaign creative has focussed on demonstrating product at work in a real life working scenarios and with customer testimonials.
Media formats include:
- Google tracked digital media creative (animated banners/MPUs etc both GIFF & HTML)
- On-the page advert creative
- Promotional landing page content and design
- Paid-for social campaign content
- Programmatic advertising campaign content
- E-mail campaign content (EDMs)
Project skills/elements:
Advertising is part of a full integrated approach including:
- Digital communication providing necessary product info, interaction and pull through – including Kubota website content and landing pages, targeted e-shots, web + social media advertising
- Direct marketing with tractor offers
- Promotional and technical videos
- Product literature
- Local dealer marketing support
- Dealer POS
- Brand development
- Media research, planning and buying
