Big DNA

Massey Ferguson

Video | Print | Social

Background

Massey Ferguson had significant growth targets for the ANZ region leading into 2026 and an identified opportunity for growth was the compact tractor segment. The brief was to introduce new models as a way to reinvigorate their presence in the compact tractor segment, and re-introduce the new Massey Ferguson compact machine range to the market. We had two specific demographics to appeal to: Lifestyle property owners (Primary Target Audience) and Small agriculture horticulture (Secondary
Target Audience).

Result

We extended and gave BORN TO FARM new life, strengthened the power of this positioning line with the new campaign, “BORN FROM BIG DNA”, derived from a key insight that Massey Ferguson were renowned for High Horsepower machines, with only small market share within compact tractors.

The new products had a powerful 175 years of ‘big’ history with all the experience passed down into the ‘smaller’ range. Balance sourced a picturesque 1000 acre sheep farm in country Victoria as the stunning backdrop for a 60 second feature video and 30 second TVC showcasing the new range in action.

Further to this, we had a full photography crew on set to form the basis for Reels and Social Media, OOH and print. Other activity included dealer point of sale, sales kits, channel planning and Paid Social Management.