Background/Overview
John Deere invented the world's first self-scouring steel plow. He founded the company in 1837, where he was a one-man blacksmith. His company has now grown into a corporation that does business all around the world and employees more than 50,000 people. John Deere manufactures, distributes, and finances equipment for agriculture, construction, forestry, and lawn and grounds care.They manufacture engines and other powertrain components and provide credit to customers around the world. Meaning they offer revolving credit, operating loans to farmers, crop insurance, and debt financing for wind energy. John Deere is the world's leading manufacturer of farm equipment, and forestry equipment, and is a major manufacturer of construction equipment in North America.
Objective
We want to position John Deere as the company that offers the most “manly” lawn & grounds care equipment in Canada.
Target
Males aged 30-65, who are either white or blue collar, and own their own home. On their spare time they enjoy being outside working around the house. They take pride in their outdoor work, and therefore care about what equipment is helping get the work done. They want high quality, variety, and reliable machinery that require minimum maintenance, seeing that they focus most of their time working outdoors.
Insight
Men are always trying to find new ways to get the work done faster, but still want it to look appealing, and feel as if the equipment they used was good enough to get the job done right.
SMT (Single Minded Thought)
No matter what size the John Deere equipment, the “being a real man” feeling is accomplished.
Exec Mandatories
Print, TV, Billboards, magazines, radio, online.
John Deere invented the world's first self-scouring steel plow. He founded the company in 1837, where he was a one-man blacksmith. His company has now grown into a corporation that does business all around the world and employees more than 50,000 people. John Deere manufactures, distributes, and finances equipment for agriculture, construction, forestry, and lawn and grounds care.They manufacture engines and other powertrain components and provide credit to customers around the world. Meaning they offer revolving credit, operating loans to farmers, crop insurance, and debt financing for wind energy. John Deere is the world's leading manufacturer of farm equipment, and forestry equipment, and is a major manufacturer of construction equipment in North America.
Objective
We want to position John Deere as the company that offers the most “manly” lawn & grounds care equipment in Canada.
Target
Males aged 30-65, who are either white or blue collar, and own their own home. On their spare time they enjoy being outside working around the house. They take pride in their outdoor work, and therefore care about what equipment is helping get the work done. They want high quality, variety, and reliable machinery that require minimum maintenance, seeing that they focus most of their time working outdoors.
Insight
Men are always trying to find new ways to get the work done faster, but still want it to look appealing, and feel as if the equipment they used was good enough to get the job done right.
SMT (Single Minded Thought)
No matter what size the John Deere equipment, the “being a real man” feeling is accomplished.
Exec Mandatories
Print, TV, Billboards, magazines, radio, online.
Inside Washroom
Billboard
