Massey Ferguson compacts are ‘Born from big DNA’ in latest campaign via Balance

Melbourne based independent agency Balance has launched Massey Ferguson’s new range of compact tractors with new “Born from BIG DNA” TV and digital campaign.

Says Kirsten Wood, Marketing Communications Manager, Massey Ferguson Australia & New Zealand: “With the movement of city people to the country and the huge increase in the number of small farms and lifestyle blocks, this is a very important market for us.

“Our brand has over 175 years in farm equipment and our strategy has been to leverage our strong credibility with our bigger tractors in this range. The message is that no matter what Massey Ferguson tractor you are buying, you are getting the same quality, straightforward dependability and serious farming capability.”

Says Rankin McKay, strategist and senior writer, Balance: “Ask a farmer, any farmer, about Massey Ferguson and you’ll find out about the spirit and reputation of this iconic brand.”

Says Sharon Rider, content producer, Balance: “Our creative team wanted a stunning backdrop for the new tractor range, so with our farming connections, we secured a beautiful location in Country Victoria for the hero spots. We were very fortunate to pull together and work with an extremely talented crew that brought our idea to life.”

Says Haydn Reeves, Senior Manager, Marketing, Massey Ferguson Australia, New Zealand & Far East: “It’s exciting that Massey Ferguson is now going to make a bigger impact in the compact tractor segment in Australia and New Zealand. The details of the performance of our models are beyond competitive, dealers are really getting behind the new range and we’re expecting big things.”

The campaign will span Australia nationally with versions also for the New Zealand market. Integrated digital and social right down to local dealer activity.

Client: Massey Ferguson ANZ
Marketing Communications Manager – Massey Ferguson ANZ:  Kirsten Wood
Digital Content Producer, Massey Ferguson ANZ: Damian Corboy
Digital Marketing Specialist, Massey Ferguson ANZ: Leeann Chapman
Product Manager Low HP Tractors Massey Ferguson ANZ: Elliot Cook
Product Manager HHP and Specialty Tractors Massey Ferguson ANZ: Raph Hymus

Creative Agency: Balance, Melbourne
Creative Director / Partner: David Gullotti
Managing Partner: Trent O’Sullivan
Strategy: Rankin McKay
Writers: Rankin McKay / David Gullotti
Art Director: Debbie Mortensen
Account Director: Elie Aoun
Agency Content Producer: Sharon Rider
Designer: Dan Valenti
Photography: Brian Carr Photography

Production: Skrilled
Director/DOP: Chris Baker
1st AC: Joe Ngyuen
2nd AC: Paul Mulligan
Drone Pilot: Nick Addison
BTS: Dong Dam
Lighting / Gaffer: Ryan Fish Lighting / Roxanne Hartridge
Sound Design: Sonic Playground