Telling the Norwood brand story — with a smile
Client
Norwood
Services
Marketing & Advertising
Industry
Agriculture
For more than 75 years, Norwood has played an important role in New Zealand's agricultural sector, supporting farmers with world-class machinery, nationwide dealerships and around-the-clock service. It's a business built on reliability, relationships and the ability to keep farmers moving when it matters most.
- 45 second brand awareness TVC
- Full omni-channel campaign roll-out
- High audience recall and dealer cut-through
Growing brand awareness outside of product drives
Historically, Norwood\'s marketing efforts had focused on short-term sales activations and product-led promotions. While effective for moving inventory, this approach lacked a brand-building layer to reinforce why customers should choose Norwood outside of these promotional drivers. The objective was to create a foundational brand TVC that told the Norwood story in an engaging and meaningful way. We needed to go beyond products and specs to showcase what Norwood truly stands for: being the partner who\'s always there when it matters most.
Reliability that resonates
Springboarding off Norwood\'s existing strategy of "Keeping farmers moving", we developed the creative platform "Here when you need us". To bring the idea to life we focused on emotion and human connection. The TVC draws the viewer into the story by allowing the narrative to unfold before the brand is revealed. By focusing on a farmer facing machinery trouble at night and the technician who comes to his aid, we highlighted the relationship and dependable support that defines the Norwood experience. The execution was crafted to feel inherently Kiwi, with a down-to-earth and authentic tone that farmers would relate to.
Hero television commercial
We launched the campaign with a 45-second hero TVC focused on the support Norwood brings to farmers at any time of day or night.
Omni-channel executions
The full campaign included 30- and 15-second versions, as well as print, radio and digital ads. This amplified the reach of the campaign and ensured consistency across multiple brand touchpoints.
Production management
We worked with a talented local production team (in genuinely freezing winter conditions) to portray New Zealand farming at its most authentic.
We continue to maintain a strong relationship with Norwood, collaborating with head office and supporting its franchises with ongoing media planning and support work. At its heart, this campaign reflected something farmers already knew: when things go wrong, Norwood shows up. It's a hard-working, dependable spirit we admire, and one that continues to shape our partnership today.
75+
Years serving NZ farmers
45s
Hero TVC runtime
4+
Campaign formats across TV, print, radio & digital
Strong recall
Norwood dealerships reported that customers were coming in and specifically mentioning the ad, showing that the creative was achieving strong cut-through.
Positive sentiment
The positive response to the campaign – from customers as well as those within the business – has helped to build brand loyalty and align the franchises under one core brand umbrella.
Brand anchoring
The 'Here when you need us' creative platform has provided a lasting foundation for future brand-level activations.
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