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John Deere Jaha Gati Waha PragatiBeyond-Metro

Rural and small town marketing

Brief

Tractor being high involvement category necessitates elaborate efforts on the marketing front having superiority at its core. John Deere has always been at the forefront in recognizing the needs of Indian farmers and providing them with the technologically advanced products to fulfill their requirements. It was imperative for John Deere to strive and let farmers experience the superiority of its tractors and get to be struck to them as a judicious choice. Next concern was timing of the same to make most of the situation. Farmers always time their purchase with auspicious festive occasion which starts from Navratra. As a result rural markets see a lot of buzzing and humming around as the farmers realize their harvest and are in better position to take their purchase decision. Each year out of the total sales that happen in tractor industry, a sizable chunk comes from replacement market. Other than attempting first time buyers, the brief placed equal importance to existing customer of John Deer tractors and of others, the brief sought ways to ensure full conversion of the same. In the whole activity we highlighted the JD 5036 C as a premium product among other tractors of similar 35 HP category & its’ speed which in turn leads to higher productivity.

Activity Concept

Activity concept revolved around speed & theme we used to highlight was “Jaha Gati Waha Pragati” –Which highlighted that speed is the basic feature which helps a farmer to grow and progress as tractor is the basic tool of a farmer used for cultivation, so high speed will increase efficiency by cultivating more and leading to a richer and better life.

This Campaign have created awareness about JD 5036 C and had given farmers chance for the test drive so as they can feel the features of the product and can make out the difference among other competitors in the market. They had also been educated about the features of JD 5036 C over other canters through an interesting AV.

Objectives

  • To increase brand visibility.
  • Highlighting the best brand features in the same segment.
  • Aiming maximum numbers of target customers.
  • Initiating test rides to get hands on experience.
  • Explaining unique product features to the target customers.

Activity

The concept was carried out with the help of two vans and the key was to get the desired response from farmers. To achieve this, farmers were put at ease and were oriented about John Deere Tractors.

Pre-campaign

The pre van reached out village a day prior had informed the farmers about the next day upcoming event of John Deere Tractors and we also placed banners in each villages informing about the activity During the Pre activation Hand bills were being distributed to all the villagers, Tractor owners where explained about the scheme by JD, Calendars where being distributed to the villagers inviting for the event & pre-recorded jingle was being played on the canter telling about JD tractor.

Main Campaign

Main Van went into the villages each day 2 villages where being covered in which a huge arena set-up was being created in which and An interactive/entertaining A/V was being played in the event explaining about JD 5036 C , after the movie engagement round where being played in which Interesting games like Puzzle solving & basket ball games where there after this we initiated farmers to do the test ride of JD 5036 C Tractor.

Scale & Results

“Jaha Gati Waha Pragati” The whole concept was bang on. It helped John Deere Tractors increases the revenue from the state as shared by the client. To be specific about the results, the activation managed 20832 farmers in total. Out of whom only 9415 took part in the event In which Hot Leads of farmers turned out to be 2026. During the activation, some of the existing John Deere farmers were spotted, who without hesitation went on to recommend the brand. It has indeed given our brand more substance and left other farmers feeling confident about the same.

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