New Holland Agriculture Gets
Integrated Campaign for the GENESIS T8
New Holland Agriculture was preparing to launch the GENESIS T8, a revolutionary tractor series that brings a whole new level of technology to the age-old practice of farming the land. The launch coincided with the 20th anniversary of the Genesis tractor line, and the company wanted to launch a campaign that would celebrate the tractor’s past and future.
We dug deep with a multimedia campaign to cultivate some excitement and grow sales.
New Holland GENESIS™ T8 Series Tractor Product Launch
New Holland Agriculture is a global powerhouse in the agricultural machinery industry, with over 120 years of history making tractors, combines, balers, harvesters, sprayers, and other farming products. It is a CNH Industrial, CNH Global, and Fiat Group company.
Tough, dependable, and technologically advanced, New Holland’s line of Genesis tractors revolutionized agriculture and changed the industry. On the 20th anniversary of the Genesis tractor, New Holland launched their newest addition to the series, the GENESIS™ T8. The company wanted to celebrate both milestones in a single campaign.
VIG recommended a multimedia campaign including a dedicated website, social media content, videos, tradeshow materials, direct mail promotions, and print collateral. In addition, we produced T-shirts, window clings, and stickers to celebrate and promote the Genesis line of tractors.
GENESIS™ T8 Website
This website was built with a sleek, responsive design to work on all devices while flawlessly showcasing the features of the GENESIS™ T8 tractor. Built-in, custom functionality allows for an automated routine for Genesis registrations and for handling coupons. The site also includes an area where customers can submit their own stories about their Genesis tractors. A French-Canadian translation of the site was also included.
This video celebrates 20 years of innovation with the Genesis tractor and introduces all the features of the GENESIS™ T8. VIG provided script writing, voiceovers, filming, splicing new footage with supplied footage, and more.
To build on the company’s rich history and engage existing brand advocates, we developed a wide array of materials that celebrated the brand and the GENESIS T8. Print collateral included the design and layout of customer event fliers, a full product line brochure, direct mail invitations, counter cards, launch letters, catalog envelopes, trifold brochures, and more.
We outfitted the New Holland booth with a kiosk/stand for product registration, inline displays, pop-up displays, banners, and a 22-foot by 28-foot cake sign for the Genesis 20th anniversary. The booth incorporated many of the promotional products and giveaways we created for the campaign.
Social Media Marketing
VIG designed graphics for New Holland’s social media accounts, focusing mainly on Facebook and YouTube.
The GENESIS™ T8 launch was one of New Holland’s most successful product launches to date. Users engaged with the website, registering their Genesis tractors and submitting stories, and the multimedia approach generated a lot of interest among existing fans and newcomers to the brand.
The team at New Holland couldn’t be happier with the finished project. The website in tandem with the multimedia promotional materials helped New Holland exceed their goals.
“Their team showed the highest level of professionalism—with a keen awareness for our branding guidelines, an amazing ability to sort through our complex dealer network relationships, and the myriad of business to business objectives. Projects were always delivered within spec, on time and on budget. I wholeheartedly recommend Visual Impact Group for your next web or marketing project.” – J. Davis: Digital and Direct Marketing Manager
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