THE GREATEST MEDIA HARVEST for CASE IH AGRICULTURE

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THE GREATEST MEDIA HARVEST

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Brazil
Released July 2012

Credits & Description

Category: Corporate Communication
Advertiser: CASE IH AGRICULTURE
Product/Service: AGRICULTURAL EQUIPMENT
Chief Executive Officer/Creative Director: Paulo Silva (Domínio Público Agência De Comunicação)
Planning Director: Luiz Mastropietro (Domínio Público Agência De Comunicação)
Planning Director: Gustavo Lotufo (Domínio Público Agência De Comunicação)
Junior Planner: Leandro Alvarenga De Paula Pinto (Domínio Público Agência De Comunicação)
Art Director: Leonardo Oliveira (Domínio Público Agência De Comunicação)
Art Director: Daniel Bronfen (Domínio Público Agência de Comunicação)
Account Director: Ivan Leal (Domínio Público Agência de Comunicação)
Chief Executive Officer: Humberto Miele (Página 1 Comunicação)
Account Manager: Edilson Cordeiro (Domínio Público Agência de Comunicação)
Production Manager: César Tolentino (Domínio Público Agência de Comunicação)
Operations Engineer: Claudio Dias (Domínio Público Agência de Comunicação)
Media placement: Photo - Newspaper Articles - People's Daily Online - 07/03/2009
Media placement: Photo - Magazine Articles - Revista Globo Rural - 17/03/2009
Media placement: Photo - Newspaper Articles - Jornal Folha De São Paulo - 07/04/2009
Media placement: Magazine Cover - Full Size - Revista Carta Capital - 10/06/2009
Media placement: Photo - Magazine Articles - Revista Exame - 16/06/2009
Media placement: Photo - Newspaper Article - Jornal O Estado De São Paulo - 31/07/2009
Media placement: Photo - Newspaper Article - The New York Times - 11/10/2009
Media placement: Photo - Magazine Article - Revista Época - 13/10/2009
Media placement: Photo - Magazine Article - Revista Veja - 14/12/2009
Media placement: Photo - Newspaper Articles - Jornal O Globo - 04/01/2010

Summary of the Campaign
Brazil is an international superpower of the agribusiness: alone, this industry represents 45% of the country’s GDP. However, there was a global lack of images illustrating the magnitude of this universe – available pictures only portrayed the reality of small producers and familiar agriculture. We identified this as an opportunity to position CASE-IH as a top brand and reclaim ownership of Brazil’s agriculture greatness. A Colour-coded branding system defines the agricultural machinery market, where Red symbolizes CASE-IH’s brand. Considering this, we staged a harvest of breathtaking proportions: 25 CASE-IH red harvesters, working over 1,000 football fields. We invited photographers and press-agencies to capture this epic scene, only possible on Brazil’s enormous soybean fields. Afterwards, the invited press waere encouraged to freely share and disseminate their material, thus seeding our brand worldwide. In addition, we also created a royalty-free image-bank. The unmistakable images of red harvesters illustrated a wide-range of topics–from agribusiness to the environment, from politics to economics – on publications as the NYT, the Chinese Communist Party newspaper and Veja (the major Brazilian magazine). We harvested media worldwide: over 11.000.000 media impressions, U$6.000.000 in unpaid media and growth of 3,1% in market share - CASE -IH's brand transcended the universe of agribusiness.

The Goal
Our main goal was to position CASE-IH – an already premium brand – as the top reference brand for top producers while reclaiming ownership of Brazil’s agriculture greatness. In order to reach our goals, our main objectives were: Transcend the universe of agribusiness by getting our brand across the mass media - illustrating a wide range of different topics on the press. Create a campaign that would last in time while respecting the client’s low budget. Build a natural bond between Brazil’s agriculture greatness and CASE-IH’s brand in an international context.

Results

The images illustrated some of the most important international publications such as NYT, Businessweek and People’s Daily (the Chinese-party official newspaper). Our photos featured on different stories on Folha de São Paulo (Brazil’s major newspaper), together with equally important Brazilian publications, such as Veja (the major Brazilian magazine), Exame and on the cover of Carta Capital (respectively the equivalents of Forbes and The Economist). CASE-IH’s harvesters illustrated a wide-range of articles, earning us over 6 million dollars in unpaid media coverage, gathering over 11 million media impressions. Our pictures figure as top Google results for several search terms. The bond between Brazil’s agriculture and our brand was strong: Even the Brazilian government used the photos on its ads. During the global economic crisis, CASE-IH’s market share grew by 3,1%. The pictures of CASE-IH’s harvesters keep being published worldwide to this date, without any costs to the client nor the agency.

Execution
Renowned journalists, photographers and the world’s major press agencies were invited to witness and document a breath-taking event, only possible on Brazil’s enormous soybean fields. A choreography of Twenty-five huge Red harvesters was carefully orchestrated, all of them working symmetrically on an area of over a thousand football fields, on Brazil’s unique enormous plains. At the end of the event, the invitees – who witnessed everything entirely for free – had captured unique images, and felt encouraged to share and distribute their exclusive material. Consequently they started seeding the easily recognizable pictures of our working red harvesters on a wide variety of stories, on a large number of publications. We have also put our own pictures on a royalty-free image bank, making them easily available to CASE-IH’s stakeholders. With this strategy the pictures of our red harvesters were seeded throughout the world.

The Situation
Brazil is currently an international giant of the agribusiness: alone, this industry represents 45% of the country's GDP. It's an impressive universe with even more impressive numbers: in 2008 exports reached 70 billion Dollars, and 2009 was another record year with over 145 million tons of grains harvested. Evidently, such an industry is filled with technology and high-end equipment –where a single harvester can cost more than a Ferrari. This colossal universe, however, has always been illustrated with images of small producers and was never shown within its full-potential. We saw this situation as a great opportunity to build our brand.

The Strategy
Bearing in mind that the agricultural machinery market is distinguished by a colour-coded branding system – in which yellow stands for New-Holland, green for John Deere and red for CASE-IH – we decided to create a unique choreographed event and turn it into a giant photo session, in which CASE-IH red harvesters would be the central characters. The outlined strategy was not to generate exposure about the event itself nor buzz about the resulting photos. It’s simple: we wanted to produce memorable pictures so that they would become the top-chosen images to illustrate press articles and other media. We wanted the resulting images to become true metaphors of the agribusiness, thus getting the invited photographers, journalists and press agencies to spread them for us: a picture so unique that it would be naturally appealing.