Sindh, Punjab & KPK
Sindh, Punjab & KPK
BRANDING & MARKETING CAMPAIGN
The core objective of our activations was to create brand experiential and awareness among farmers, tractors mechanics and landlords and educate them about the new Dabang Tractor in rural areas and semi urban towns to highlight its special features.
Enhance brand image and communicate the core essence of the brand to motivate potential users to do a test trial and eventually buy our Dabang Tractors.
Convince farmers that Dabung Tractor is an ideal companion, a high quality tractor, designed to meet expectations in a cost effective manner.
Bring communication to life “Dabang Hai Mera Yaar” through airing of Al-Ghazi Tractor Thematic & Testimonial series of TVCs to built the brand imagery & brand purpose among TA.
Reaching out 60 Towns in Rural & Semi Urban Towns of Sindh, Punjab & KPK.
Special software developed for “Kon Banay Ga Dabung” on Quiz Format, where random questions thrown by the computer to the participants from the data base and multiple choices for answers will be given.
Quiz questions are from agricultural & cultivations backgrounds, Al-Ghazi Dabung Tractor Key Features and the imagery communications of master brand Al-Ghazi Tractor by New Holland.
Al-Ghazi Tractors Limited (AGTL) reported earnings of Rs 718 million in the second quarter that ended on June 30, up 53% compared to Rs 674 million in the same period last year.
The company recorded sales of Rs 5.6 billion, up by 18% from Rs 4.55 billion in the 2nd quarter.
The company has a technical collaboration with CNHI – Case New Holland to manufacturing Holland (Fiat) tractors in Pakistan. Al- Ghazi sold 6951 units, up 67% during the second quarter as compared to 5907 units in the same period last year.
Top line surged by 24% YoY during Q2CY18 on the back of 18% YoY volumetric growth in tractor sales.
Along with the 2nd quarter result, half year result was also announced where the company reported a profit of Rs 1.8 billion, up by 13.21% from Rs 1.59 billion in the same period last year.
How do you compete against cheaper imports to build up your brand in the most challenging segment of Rural Pakistan and do it effectively.
That was the challenge faced by Al-Ghazi, New Holland Tractors, which for years had ruled the roost as one of the bestselling tractors in Pakistan but had slowly been losing market shares and growth to its cheaper imported competitors.
Our network of creative & film production agencies “CreativeCom” & “MI Films Worldwide” took upon this challenge to bring its leadership profile back to the price-conscious rural market. Part of Al Futtaim, UAE group, the brand needed a modern outlook and was required to communicate the values of durability, growth, flexibility, and, most importantly, long-term savings promised by its machines.
Click the link to read how our network of multicultural teams, under our visionary creative leader & filmmaker Ehmer Kirmani, have worked on the first-ever Marketing/Advertising Campaign developed and produced for any tractor brand in Pakistan.
The communications “Al-Ghazi Tractor – Dabang Hai Mera Yaar” was a huge success. Al-Ghazi Tractor was propelled back into the top-selling position and posted a staggering 62% increase in profits while recording the highest sales in the company’s 35-year history.