ValtraCreating value through a long-term partnership
Our collaboration with Valtra began in 2010 with Valtra Finland and quickly evolved into a close partnership with the global Valtra Inc. organization. Over the years, the collaboration has focused on continuously developing the Valtra brand and its communications, covering both long-term brand building and more tactical, sales-driven messaging.
Throughout the extensive partnership, Valtra has reached many of its most significant milestones alongside ILME. These include brand renewal, the Valtra Unlimited concept, model range launches, anniversary years and impactful campaigns, among many others.
The early years: Valtra Unlimited & Valtra Design Challenge
In the early years of our collaboration, Valtra was strengthening its pioneering position in tractor customization with Valtra Unlimited studio. Creating a strong visual and communicative concept around Unlimited was essential, and it quickly evolved into a strategic cornerstone across Valtra’s operations and remains an important part of Valtra’s business, as well as one of the key pillars of our partnership.
In 2018, Valtra arranged Valtra Design Challenge, an international competition which invited designers and design students to explore solutions to future food security challenges through innovative thinking and concept development. We worked closely with the customer to bring the competition to life from concept to promotional materials.
Valtra brand identity design
Valtra updated its strategy in early 2020. Along with this update, the company wanted to renew its brand identity to better reflect its strategic goals and establish a more consistent global brand. Grounded in Valtra’s vision, mission, and strategy, our work included creating a new visual and communicative identity, defining its application across various touchpoints, and compiling comprehensive brand guidelines.
The new identity was launched in autumn 2020 alongside the new G Series. The G Series launch, also developed in close collaboration, was built around the concept Experience the Simplicity of Genius, which highlighted the possibilities of digitalisation and the benefits Valtra Smart Farming technology brings to tractor owners and operators.
Model range launch concepts
Valtra’s F, A, G, N, T, Q and S Series launches have formed a major part of our collaboration. Each model range is defined by its own distinctive key messages and visual storytelling, while remaining consistent with the Valtra brand. Our work has also extended across the wider launch campaigns, from dealer materials and model range catalogues to developing ideas for bringing the concept to life across different touchpoints.
Q Series launch
- Launch concept
- Key messages and supporting messages
- Launch key visual
- Bringing The Beast to life: developing ideas for activating the launch concept across different materials and channels
- Q Series key visual
- Model range brochure layout and image retouching
Sales expectations for the Q Series were exceeded threefold during the launch tour alone.
Results and achievements
Valtra’s Q Series has received an outstanding response from both customers and the industry press. The launch campaign reached an audience of up to 4.4 million people across different channels. Since its introduction, the tractor has won both a Red Dot Award in the Product Design category and the Farm Machine 2023 Jury Award. The bold and successful launch campaign also contributed to the latter recognition.
Sales expectations for the Q Series were exceeded threefold during the launch tour alone. In addition to the tractor’s exceptional sales performance, Valtra’s technology solutions also saw strong uptake. Automatic steering was selected for 90% of the tractors ordered, while more than 80% were equipped with custom features from the Valtra Unlimited studio. The Q Series also achieved an excellent first-year Net Promoter Score (NPS) of 70.
Q Series website: valtra.com/qseries
Tags: #valtra #qseries #thinkslikeapro #workslikeabeast
The slogan “Thinks like a pro. Works like a beast.” captures the essence of the tractor perfectly. It delivers the power and scale needed for heavy-duty work.
The Q Series received an exceptionally positive response from the market. Competitors had already established their offerings in the growing 300 hp, 9,000 kg segment but there was still room for something new. With an excellent product designed specifically for the segment, demand took off and the order book filled up fast. The highly successful launch and launch tour also played an important role driving demand. The slogan “Thinks like a pro. Works like a beast.” captures the essence of the tractor perfectly. It delivers the power and scale needed for heavy-duty work, along with a comprehensive range of precision farming features.
Aapo Aijasaho, Product Marketing Manager, Valtra
Campaign planning
Valtra’s campaigns have covered a wide range of themes, audiences and communication needs. One example is the company’s 70th anniversary campaign in 2021, which introduced a new distinctive black-and-white visual style. The look was later adopted more widely across Valtra’s communications and has also influenced the brand’s current visual identity. The anniversary campaign included the visual identity and anniversary logo, as well as key messages, campaign storytelling and content. The work also extended to the Limited Redition anniversary tractor campaign, with its own messaging and visual concept.
Versatile collaboration
Beyond campaign planning, Valtra’s communication and marketing needs have covered a wide range of initiatives.
Digital strategy
Website development and content creation. Example: https://www.valtra.com/insights.html
Sustainability communications
Example: https://www.valtra.com/sustainability.html
Exhibition stand design
Smart Tour
Model range brochures
Download here: https://www.valtra.com/downloads/brochures.html
Dealer Toolkits
Social media content creation
Valtra Oy Ab
Valtra Oy Ab is a manufacturer of tractors and agricultural machinery and part of the US-based AGCO Corporation. Known for its Nordic roots, Valtra has built a reputation for producing tractors that are easy to use, reliable and versatile. Valtra tractors are manufactured in Suolahti, Finland, and Mogi das Cruzes, Brazil. The company employs more than 1,700 people, and its machines are sold in more than 75 countries.
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