SIDNEY, AUSTRALIA — Full-service Indie Enigma has launched a fully integrated national campaign for global equipment manufacturer New Holland. This is the first brand campaign created via a collaboration of Enigma’s media and creative teams since the agency was awarded the creative account earlier this year. Enigma has worked on New Holland’s media business since 2014.
The ask was to place New Holland customers, employees, dealerships and service support teams front and center of the campaign creative by highlighting the importance of the long-lasting, deep relationships and exceptional product support and service that New Holland offers to the communities they service.
Enigma’s remit covered Media Planning and Buying, Campaign strategy and Creative, Production, Photography, Design and Rollout.
The people-led campaign, underpinned by the tagline “We grow through what you go through,” shines a light on how New Holland’s teams constantly learn and grow from their customer partnerships.
Enigma Creative Director Matt Dawe said, “Authenticity is a word that gets thrown around a fair bit in this game, but in this case, it couldn’t be more relevant. Everything from the genuine New Holland dealer and customer relationships through to the biting cold mornings were true and legit, and we couldn’t be happier to see it come to life so beautifully in this campaign.”
The campaign’s strengths lie in its ability to showcase the positive rural and community spirit and passion of New Holland team members. Despite facing challenges of everyday life on the land, these individuals are resilient and committed, this portrayal humanizes the brand and resonates with farmers and customers who appreciate New Holland’s dedicated quest to deliver top-tier products and exceptional service, every time.
The 60-second brand TVC execution is part of a bigger national integrated campaign focusing on regional TV, messaging depending on the audience’s proximity to dealerships.
“We loved the idea as it clearly demonstrates how our team and dealers operate and collaborate. A hands-on approach, side by side with our customers, going through shared experiences. Showing that we aren’t just selling a piece of equipment, we’re delivering an end-to-end service experience. We are looking forward to seeing the results,” said New Holland General Manager for Australia & New Zealand Bruce Healy.
The 60-second TVC launched on July 16, with the rest of the campaign, including bus sides and digital placements, set to follow suite.
Agency Credits:
New Holland:
Bruce Healy – General Manager, Australia & New Zealand, New Holland
Ross Purdy – Head of Marketing Australia & New Zealand, CNH Industrial
Richie Shawl – Marketing Manager Australia & New Zealand, New Holland
Alyce Hunter – Retail Marketing Manager, CNH Industrial
Enigma:
Executive Creative Director – Tim Brown
Executive Producer – Katie Hope
Freelance Director – Jason Wingrove
Freelance Producer – Alan Robinson
Creative Director – Matt Dawe
Art Director – Dan Stephens
Copywriter – Mitch Bozzetto
Head of Design – Tim Ryder
Producer – Ryan McGrath
Freelance Editor – Mark Bennett
Sound post – Mark Brandis
Business Partner – Brendan Swansborough
Business Manager – Maddison Kibler
Media Executive – Sophie Klecha
Group Director, Media – Sally Lawrence
Media Manager – Brooke Tunbridge
Media Coordinator – Madalyn Edmunds
