Kubota Tractor Australia: This is the Life

This case study looks at how Kubota Tractor Australia's 'This is the Life' campaign transformed marketing of the entire category and targeted professional farmers while also identifying a new lifestyle segment.

Campaign details

Agency: RedhandedAdvertiser: Kubota Tractor AustraliaCategory: Long Term Effects

Executive Summary

A new paradigm in moving metal

In 2015, Kubota became Australia's No1 selling tractor brand1.

Considered as a 'toy' machine, Kubota struggled for 35 years to position itself as a genuine alternative to the powerhouse brands of John Deere and Massey Ferguson.

In 2014, Kubota launched the "This is the Life" Campaign, and transformed marketing of the entire category from a purchase based on facts and function to one driven by an emotional connection to brand. The campaign targeted professional farmers...

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