The Toughest NASCAR Campaign ever.
MAHINDRA TRACTORS
Mahindra, The Official Tractor of Tough, is brand for folks who love their land. When Mahindra Tractors first came to us in 2000, they were faced with trying to sell an Indian-made, “foreign-sounding” tractor to “salt-of-the-earth” land owners in North America. Over the next two decades, we took Mahindra from the #7 small farm tractor brand to #3 in the US, and helped Mahindra grow globally to become the world’s #1 selling farm tractor.
The Challenge
How do we increase the awareness of a successful, but largely unknown tractor brand into a sport overflowing with sponsorship dollars?
The Answer
We became obsessed with NASCAR, learned the ins and outs of our new target, wrote some pretty dang funny spots, worked on a robust media planand hired an exceptionally talented director to help bring our ideas to life.
The Results
NASCAR fans loved them. Like, really loved them. Resulting in a massive boost to our awareness and social share of voice.
Exponential Increase in Brand Awareness
Became #2 in the category for Social Share of Voice
The Work
Our first spot, Tough and Tougher, debuted to great fanfare at the “Super Bowl” of NACAR, The Daytona 500.
Our second spot, Who’s Tougher?, became instantly iconic for both Stewart-Haas Racing Team and the Mahindra Tractors brand.
To accompany our spots, we developed a robust, season-long social campaign that helped generate record engagement on Twitter, Facebook and Instagram.
When you’ve got images this good, you use them everywhere – like in this ad for Tony Stewart’s National Sprint Cup Hall of Fame induction ceremony.
Chase even commissioned his own custom version of it for his dirt racing team.
Doug Rice on PRN Sports Radio
“I have got to give them credit because the creativity that they used in their TV spots, it's the kind of commercials you get in a super bowl!”
Kyle Petty on PRN Sports Radio
“This campaign makes them look like geniuses!”
One of our favorite moments of the campaign had nothing to do with us at all. It was watching Chase Briscoe win his first ever Cup Series race in Phoenix. Still gives us chills!