Case IH 25B: launching the subcompact range

The Case IH 25B is the small end of a big-machinery brand: a subcompact tractor aimed at lifestyle blocks, hobby farms and councils rather than broadacre operations. Different buyer, same rule: nobody in this market buys off a spec sheet.

CNH needed launch content that let a first-time tractor buyer see the machine up close, understand what it does and picture it on their own property.

We built the launch around a walkaround film: the 25B presented feature by feature, on location, shot close enough to answer the questions a buyer would ask at a dealership.

A full photo shoot ran alongside the film, covering the machine at work, in detail and from the air, giving CNH a launch library for dealers, social and campaigns.

The walkaround and the launch library carried the 25B into CNH’s Australian channels, another launch in a partnership that has covered SenseSpray, the Steiger 715 and the New Holland CR10.