The Situation

Ziegler Ag Equipment has sold agricultural equipment, including Challenger tractors, for decades. Because Ziegler is better known by the public as being a CAT construction equipment dealer, Ziegler has faced an awareness challenge for the Ag Equipment portion of the business.

The Communications Challenge

Ziegler Ag Equipment established a goal to produce a television commercial, boosting awareness in Ziegler Ag’s rural upper Midwest territory. The commercial was planned to be aired on DirectTV, targeting rural sports fans.

Strategy

Neuger Communications Group served a coordinating role on the project, working closely with the client to determine the vision and produce the final product. Team members collaborated with the client to write the script, developed a shot list and oversaw shoots to meet the established vision. The Neuger team facilitated the editing process, the orchestration of a soundtrack and the hiring of voiceover talent to add the finishing touches to the piece.

Results

The ad appeared exclusively on Fox Sports North during Timberwolves, Wild and Twins games for a 12-month run in a four-state region. The spot aired throughout the year to over 4.2 million viewers.