Even animals have dreams: the marketing campaign of ROZMITAL by Acraft

In November, at the international Agirtechnica fair, Strojírny Rožmitál s.r.o. presented a new and innovative campaign "Even animals have their dreams". The idea, concept and implementation of the entire marketing campaign was conceived by a team of Acraft professionals.

Captivate and differentiate yourself from the rest. The task we defined together with Strojírny Rožmitál for the needs of marketing communication. And when else to kick things off than at Europe's largest international trade fair, Agritechnica.

With regard to the long-term cooperation with the ROZMITAL brand, we had the necessary data to evaluate everything we needed, i.e. the analysis of the existing brand communication, the competitive marketing awareness as well as the business needs of the brand and the behaviour of the entire forage segment.

A few months before the show, which was also set as a launch point, variants of new communication campaigns were presented to the partner. A novel version called Even Animals Have Dreams won over the company management.

"As part of our approach, we wanted to present something to the farming and foraging community that was out of the ordinary. We purposely wanted to avoid the dynamic communication, emphasizing and seriousness that abounds in the segment. I submitted a proposal, and I am glad that the company management liked it, where we build on hyperbole, clever humour, so typical for the Czechs and animation bordering on caricature," says Pavel Jahoda, managing director of Acraft professionals s.r.o., listing the main differences in the approach of the new ROZMITAL campaign.

Even Animals Have Dreams is a campaign telling three stories of animals that also represent the three value pillars of the brand, namely the wise old coat (tradition), the strong donkey (resilience) and the cow and calf (reliability). All three animals dream of the succulent forage that only ROZMITAL machines can provide. The campaign is animated, which gives it an element of unusualness, as does the fact that the animals for which the forage is primarily intended are in the foreground. Everything is covered by the dominant headline Animals have dreams too, accompanied by a call to action Make dreams come true not only for your animals.

"An interesting and clear benefit for the client was and is that, in addition to the ideological authorship of the campaign, our team is also behind the illustrations and graphics. Thus, everything is created to order for the client without the need and necessity to seek external cooperation. At the same time as the campaign was introduced, the usage and communication plan for this year was developed," says Pavel Jahoda.

The campaign is currently being used by ROZMITAL on its website, in online and print advertising, on social media, animal motifs and storylines were the main guides at the ROZMITAL stand at Agritechnica, and there are plans to use them at future events as well.

"The first reactions from the market were positive, and most importantly they generated what we had hoped for, smiles and interest. We believe that it is the humorous and light-hearted concept that will make ROZMITAL technology memorable and that farmers will be interested in ROZMITAL machines", says Pavel Jahoda.