Kioti: More Horses

Kioti had launched a new high-horsepower tractor range, but farmers still saw the brand as a low-horsepower option. In a category growing 3%, Kioti sales 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 more receptive to brand messaging when it appeared alongside the content they genuinely enjoy, particularly sport, where trust, identity and community are strongest.

Rather than competing harder in conventional agricultural media, we developed a strategy that placed Kioti inside the premium sporting environments 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-attention moments, creating stronger emotional connection and helping reframe how farmers perceived the brand.

Kioti didn't just cut through category clutter. It grew share, drove demand, and repositioned the brand in a meaningful way.