How New Holland Tractors Captured Sri Lanka's Heart

New Holland, a brand that truly catered to the specific needs of Sri Lankan agriculture, found itself at a crossroads. With a superior product but limited funds for traditional mass-market media, the brand needed an innovative approach to connect with and support its core audience amidst their growing challenges and the nation's obliviousness to their dire situation.

Challenge

Despite the superior performance of New Holland tractors on Sri Lankan soil, the brand struggled with low sales and brand awareness, especially among its primary target group: rural paddy field farmers. This demographic already faced numerous hardships, from the banning of crucial fertilizers to the challenges of COVID-19 lockdowns and the inadequacy of competitor tractors. Moreover, their plight was largely overlooked by the government, the general populace, and even tractor manufacturers, leaving their struggles and needs unaddressed.

Solution

The breakthrough came with the unexpected popularity of "kawadiya," a character from the hit tele-drama "Nadagamkaarayo," and his catchphrase "wistharei" (meaning "I know the story"). Seizing this cultural moment, New Holland ingeniously used the catchphrase as a springboard to express empathy with the farmers' plight, cleverly tying it to their brand message. This approach not only captured the farmers' struggles but also positioned New Holland as a brand that truly understood and cared about their "wistharei."

Execution and Result

New Holland's campaign kicked off with a strategically placed meme featuring "kawadiya," which quickly caught the public's attention and spurred conversations, including fan theories linking the meme to the show. Capitalizing on this buzz, they launched a jingle incorporating kawadiya's catchphrase, further solidifying their message across social platforms like TikTok and YouTube through influencer collaborations and targeted ads.

The centerpiece of the campaign was a review video featuring "konara," a prominent influencer in the target demographic. The video was segmented into smaller clips that highlighted the tractors' unique selling points, further amplified through targeted social media posts and lead ads that resonated with the audience's "wistharei."

New Holland's strategy to leverage a cultural phenomenon and align it with their brand's message of empathy towards the farming community resulted in a groundbreaking campaign. This approach not only skyrocketed sales and brand awareness but also deeply connected with the target audience on an emotional level. The campaign stands as a testament to the power of cultural insight and targeted, innovative marketing in transforming brand fortunes.