This is the life

Renowned for its reliability and innovation, Nedap cow monitoring technology is the most trusted worldwide, used by thousands of farmers to manage millions of cows every day. However, at time of briefing, many farmers in Oceania were unaware of Nedap and the potential benefits of their wearable technology.

The category norm

There is a common stereotype that dairy farmers are primarily driven by numbers and make purchase decisions based solely on demonstrable ROI. This perception has led to a ‘physical and functional feature battle’ among cow collar providers, all claiming that their wearable technology offers greater returns on investment and lower ownership costs. While Nedap wearables deliver similar results, entering the market with the same proposition would not make an impact. We needed to delve deeper.

The standout idea

The ‘life on the land’ lifestyle is increasingly becoming a challenging reality for dairy farmers, as they face rising input costs, regulatory pressures and increased workloads. Although farmers are numbers-oriented, we identified two critical variables that surpass numerical considerations: time and freedom. Nedap’s master brand proposition, centered around creating ‘technology for life,’ aims to enhance the professional and personal lives of farmers. Their cow monitoring technology is designed to make life on the farm better, providing a way of working that offers more time, pleasure and peace of mind. This led us to develop a compelling, emotionally-charged campaign proposition for Nedap’s wearable technology – ‘We put life back into farm life.’

Outstanding execution

We deliberately focused on ‘breaking the category’ with the execution of this campaign. By employing a creative direction that starkly stood out in industry channels, we sparked conversations among farmers, advisors and competitors.