RDO Australia was overstocked with John Deere E-18 ZS excavators. In order to meet their end of financial year target, RDO had to sell 20 of the excavators by October.
We were tasked with leaning into the premium nature of John Deere products and creating an engaging branding piece to meet this important target.
The campaign was to be carried out through South-East Queensland – Sunshine Coast, Gold Coast and Toowoomba.
Lightweight, and compact, the E-18 ZS excavator is easy to transport and operate in tight spaces such as inner-city construction sites. The excavator worked as a perfect replacement for hand excavation and trenching by plumbers, electricians and carpenters.
With a powerful engine, a dozer blade and the ability to attach accessories like hammers, buckets, grapples, rakes, picks and grabbers – the E-18 ZS gives landscapers extra hitting power too.
We presented this campaign under the umbrella of the John Deere ‘Can-Do Compacts’ range, a positioning the agency developed for the brand.
Our insight was based on the fact that the John Deere Brand is aspirational to tradies. The brand is literally so cool and famous that its corporate merchandise (Deere caps) are even fashionable in some inner-city circles.
The challenge was to inject a sense of urgency and FOMO in to the campaign direction.
From here, the brand line ‘It’s Deere Time’ was born, using the top down view of the E-18 excavator. The view creates the impression of a clock urgently counting down to midnight.
The campaign appeared on radio, social channels and digital outdoor targeting appropriate trades. The phone at the RDO Equipment Dealerships began ringing immediately.