31%
Increase in Market Share
Decoding the Insight
Kioti had launched a new high-horsepowertractor range, but farmers still saw the brand as a low-horsepower option. In acategory growing 3%, Kiotisales had declined 10%, and the new range risked being lost in the noise.
Using our Behaviour Map psychographic tool, we uncovered a critical truth:traditional agricultural advertising was being tuned out. Farmers were far morereceptive to brand messaging when it appeared alongside the content theygenuinely enjoy - particularly sport, where trust, identity and community arestrongest.
Developing the Strategy
Rather than competing harder inconventional agricultural media, we developed a strategy that placed Kioti inside the premium sportingenvironments farmers were already deeply engaged with.
We built an omni-channel campaign across AFL, NRL, cricket and the Super Bowl, using platforms including Kayo, YouTube, Nine and Seven. This allowed the “More Horses” message to show up in high-attentionmoments, creating stronger emotional connection and helping reframe how farmersperceived the brand.
Delivering real Results
The result: Kioti didn’t just cut throughcategory clutter it grew share, drovedemand, and repositioned the brand in a meaningful way.
