- Green Industry
- DeliverablesAdvertising, Audience Identity, Motion Studio, Personality, Positioning, Social Media
A Rebrand that Had the Customer's Back
Ferris wanted to create an authentic connection with its audience while standing out in a crowded marketplace. So while the competition continued to embrace a “tough guy” persona, we helped them double down on rider-focused benefits and transformed Ferris into a caregiving brand. Gone were the days of glorifying scrapes, bruises, and the punishment of the job. In their place was a new promise to deliver an elevated experience for landscapers everywhere.
The Launch of a Promise
We kickstarted the campaign by putting Ferris on the same solid ground as its customers. The anthem video was an honest outline of beliefs, a validation of hardworking landscapers and a promise to keep them feeling good day after day.
The Right to Do Things Differently
The brand's renewed commitment was launched with an entirely new concept for landscapers: their own bill of rights. We helped Ferris turn this into their new manifesto — then we wallpapered dealerships with posters outlining what our audience deserved.
Understanding Delivered Daily
Research showed the landscaper audience likes their coffee — and their morning newspaper. Knowing locally-targeted advertising would have a high reach, we extended our message to a print campaign reinforcing the Ferris difference.
Digital That Did the Not-So-Dirty Work
Our campaign's use of empathy and understanding was translated into a robust digital strategy as well. We developed sequential messaging to drive traffic to Ferris dealers who reinforced the brand's personal approach in person.
A Feel-Good Social Strategy
Having the customer's back means being in right place at the right time — all the time. Our approach started with social content designed to broadcast the brand's support-inspired mission.
Our social video series doubled down on the Ferris difference while showing off the brand's comfortable and reliable product lines.
