Challenge

AGCO (NYSE: AG) is one of the leading providers of agricultural equipment in the world with dealers and distributors in more than 140 countries. AGCO is the corporate brand for legacy tractor brands added through several acquisitions (Challenger, Fendt, Valtra, Massy Ferguson and more).

Unlike the tractor brands, AGCO corporate has a limited internal creative department to handle its ongoing Web, branding, and internal initiatives.

Among other challenges, AGCO sought to introduce its new e3 pollution technology to farmers.

STRATEGY

On any given day, AGCO corporate will consult with Design Coup on an ongoing mix of projects and initiatives. Design Coup developed a brand standards guide to bring brand consistency to the company’s international footprint. Design Coup also developed product collateral for AGCO SISU POWER, a Web presence for the company’s newly launched e3 technology, plus interactive product guides.

Results

Design Coup has been able to handle AGCO’s day-to-day creative needs in a cost-effective manner. What’s more, Design Coup has been able to help unify corporate branding on an international level, including signage, collateral, product insignias etc. Design Coup created an e3 Web site that used online calculators to quantify the e3 benefits for skeptical farmers. Design Coup received an Award of Excellence for its AGCO SISU POWER brochure.

SOLUTION PORTFOLIO

e3 Website

e3 is a new pollution control technology that required a farmer education campaign in order to gain market acceptance. This site offers education, information, comparisons and calculators to present e3 as the smart choice.

Visit the website.

 

Brochure

This product brochure for AGCO’s SISU POWER subsidiary highlights the advantages of its tractor engines. Design Coup worked directly with the AGCO SISU POWER product group in Finland to produce the brochure. The brochure won a Gold Communicator Award for best brochure.

 

Interactive

The Challenger line of tractors includes multiple models for farmers to choose from. This interactive CD presents product specs and videos of the various models.

 

Comparison Wheel

Needing a simple way to compare Challenger tractors, Design Coup crafted this rotating die-cut wheel chart.

 

Brand Standards

AGCO has sales and distribution in over 130 countries and among multiple legacy brands. Design Coup created a unified set of brand standards covering signage, print use, product use and more.

 

Advertising

Design Coup created corporate advertising that highlighted all of the brands to be used for corporate-level publications.