BUSINESS OBJECTIVE
Host a virtual country music concert to celebrate the resiliency of farmers and increase perception of John Deere as a purpose-driven brand.
The nonprofit beneficiary, Farm Rescue, provides equipment and labor to support farmers whose operations have been interrupted by medical hardship or natural disaster.
STRATEGY
You can never push pause on a farm. John Deere & Farm Rescue are harnessing the power of music to help farmers navigate their new challenge: recovery.
EXECUTION
Naming, logo and visual identity
Live concert and streaming experience
Supporting content across digital channels
AWARDS
Digiday - Best Agency/Client Collaboration
Shorty Awards - Finalist in YouTube, Music & Dance; Bronze Distinction in Call to Action; Audience Honor in YouTube
PR Week - Finalist in Best in B2B
ANA - Best Event Marketing Campaign, B2B
PRSA - Silver Anvil Finalist
RESULTS
Raised $280k for Farm Rescue
Increase in Farm Rescue volunteer applications
Favorability for the event and the John Deere brand was +20 points higher among attendees.
Farm Rescue favorability improved +10% following the concert