Tangoo began its partnership with Deutz-Fahr SDF, a multinational industrial group based in Treviglio, Italy, and a global leader in the production of tractors, harvesting machines, and diesel engines. The goal was to enhance the visibility of the SDF brand through B2B communication efforts.
The Deutz-Fahr Group aimed to increase awareness of the SDF brand and its lineup of tractors and agricultural machinery. The campaign focused on a B2B audience of agricultural entrepreneurs and industry professionals already familiar with similar equipment, ensuring effective engagement with this specialized market.
Although brand awareness was the primary objective, the campaign also achieved notable success in generating high-value conversions. These included critical actions in the purchasing funnel, such as locating a nearby dealer, downloading a product brochure, requesting a quote or test drive, and subscribing to the newsletter.
To accomplish this goal, we worked closely with our client to thoroughly analysis their market presence and identify where their target audience is most active online. We also assessed all digital touchpoints and the website’s conversion funnel. This analysis led to the development of a comprehensive media strategy and cross-device media plan focused on programmatic channels, which we proposed to the client.
The strategy focused on two primary formats:
Specifically, we adopted a pre-bid contextual targeting strategy, displaying programmatic ads on pages and content related to the agricultural business sector. Rather than focusing solely on individual product-related keywords, we expanded the scope to include broader contexts such as sustainability, finance, technological innovation, and climate change.
By combining advanced contextual analysis technology with bid optimization, we were able to reach not only an on-target audience but also focus on users with higher engagement potential, enhancing both the relevance and effectiveness of the campaign.
CTR increase
Viewability (Cross-Format)
Completion Rate (Video)
Increase in generated leads
rise in searches of "Find a Dealer"