2. WHY ARE WE ADVERTISING
THE NEXT GENERATION
The next generation of possible John Deere brand loyals are growing
up and making their own way. Whether that's following family
tradition or forming their own path, John Deere wants to make sure
that they know they are with them, no matter what direction they
take.
3. TARGET
AUDIENCE &
VALUES
01
Young adults, ages 20-35
years old.
02
Grew up with some sort of
John Deere in their life.
03
Value loyalty & tradition,
but have a desire to be
independent.
04
There is ambiguity in their
life, but their family and
relationships provide
strong roots.
4. TONE
Focus on the heritage and nostalgia
of John Deere. We're conversational,
at your level and relational.
5. JOHN DEERE IS A PIECE OF
HOME IN YOUR BACK POCKET.
Key Takeaway
11. OUTDOOR WHAT' S YOUR DIRECTION?
- LOCATION: Times Square, NYC
- WHAT'S HAPPENING: People will enter their hometown zip code, then stand
behind a screen that will edit them into an image of their hometown landscape.
- WHY: Showcasing where people came from, and helping them realize where
they are now.
