Batch.Works logo over a photo of a box of 3D printed objects
Batch.Works logo over a photo of a box of 3D printed objects
Batch.Works logo over a photo of a box of 3D printed objects
Batch.Works logo over a photo of a box of 3D printed objects
Batch.Works logo over a photo of a box of 3D printed objects

KIOTI Tractor

Put a little dirt on it

Agriculture

Agriculture

Brand Strategy

Brand Strategy

Media

Media

Advertising

Advertising

In a category full of tools meant to dig, pull, push and mow, the thing that was missing was the love of dirt itself.

After 70 humble years of building high quality, innovative, and intuitive machines that allowed people the pride of dirty work, KIOTI realized they needed to dig out their place in the category. Competitors were creeping into their literal territory, with some even using machine parts built by KIOTI’s parent company. So it was time to broadcast what it meant to be a member of the KIOTI pack in a much bigger way. They were being significantly outspent, so they needed to outfox the competition. By bringing dirt into our visual language, and crafting a tone of voice that was both folksy and confident, we carved out a place for KIOTI where they could stand out just by being themselves.

The Dirt Brigade

Tractor-people are people-people. That’s a fact. So we set out to document all the ways the KIOTI pack use their machines for good in a heavy-machinery-wielding band of do-gooders called the KIOTI Dirt Brigade.

Unpaving The Way

SMALL TRACKS MAKE A BIG DIFFERENCE

When NASCAR announced its first dirt track race in 50 years, we knew we wanted in. But instead of an expensive NASCAR sponsorship, we created a 360-degree cross-channel activation around all the places people follow the race. Media included race broadcast sponsorship, in-race interstitials, NASCAR.com page takeovers, and owned social.

Then we found the perfect angle to stand out on race day. Instead of telling the story of star NASCAR drivers, we celebrated the rural community dirt tracks that unpave the way to the big leagues. 

The Dirt Brigade

Tractor-people are people-people. That’s a fact. So we set out to document all the ways the KIOTI pack use their machines for good in a heavy-machinery-wielding band of do-gooders called the KIOTI Dirt Brigade.

IMPACT

27% growth in annual retail

From #6 to #3 best-selling compact tractor brand

170% increased social engagement 

34% site session increase

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