TRACTA undertook farming panels for Vodafone so they could better understand how they were perceived by rural New Zealand, along with identifying key drivers and barriers to signing up with Vodafone. The insights from the panels led to the creation of the “Here is where it matters” campaign proposition within the Vodafone Rural Connect brand platform. The thinking behind the campaign was derived by the fact that rural people are fiercely proud of where they come from. Coverage and connectivity are key, along with the active support and service. This campaign was aimed specifically at rural communities and farming families with a unique “district and driveway” methodology using geo-targeted online, local press and new on-farm media such as fence lines and water tanks. The campaign exceeded all sales targets with installers and hardware running to keep up with demand.