AntarcticaTwo

#BelieveInIt

In 1958 explorer Sir Edmund Hillary embarked on a trip across Antarctica to become the first machine powered expedition to reach the South Pole, powered by three Massey Ferguson tractors. Jump forward nearly 60 years and Massey Ferguson hear a story about a dutch explorer, Manon Ossevort, who had got stuck on her journey to the South Pole on her trusted 30 year old tractor.

Manon, who also gained the name 'Tractor Girl', had a dream of driving to the South Pole on her beloved tractor and through her own journey hoped to give a stage to the people and inspiring stories and initiatives she encountered on her way. She knew that if she could achieve her dream, she could show her followers that anything is possible if you #BelieveInIt.

CRAFTING THE STORY, BUILDING A CAMPAIGN.

To tell the story of the expedition in a way to create engagement and intrigue and to create a compelling campaign we positioned Manon as the heroin of the story, Massey Ferguson as the hero and Antarctica as the Enemy.

 

In the build up to launch day we released information about Manon and the crew, we educated the audience on the obstacles they would face in Antarctica and also key features of the Massey Ferguson tractor that would help tackle these obstacles. We also kept the audience up to date with the training and preparations that were taking place with the team.

 

During the campaign we displayed live telemetry updates on the website, along with photos and video & audio clips. People were able to interact with the expedition by using the campaign hashtag #BelieveInIt where they were encouraged to share their hopes and dreams.

 

AWARDS:

The Drum Marketing Awards: Best B2B campaign, website or app finalist

CIM Marketing Excellence Awards: Marketing campaign of the year finalist

Crafting the story,
building a campaign.

To tell the story of the expedition in a way to create engagement and intrigue and to create a compelling campaign we positioned Manon as the heroin of the story, Massey Ferguson as the hero and Antarctica as the Enemy.

 

In the build up to launch day we released information about Manon and the crew, we educated the audience on the obstacles they would face in Antarctica and also key features of the Massey Ferguson tractor that would help tackle these obstacles. We also kept the audience up to date with the training and preparations that were taking place with the team.

 

During the campaign we displayed live telemetry updates on the website, along with photos and video & audio clips. People were able to interact with the expedition by using the campaign hashtag #BelieveInIt where they were encouraged to share their hopes and dreams.

The set up, confrontation and the resolution

Tell the story and unfolding the expedition was really important to us. To do this we took references to a technique used in novel writing, the three act structure. Manon and Hillary's stories gave us the set up and the Antarcticas conditions and following the expedition live as it happened gave us the confrontation. The resolution came from Manon achieving her dream.

 

To convey the dangers, unknowns and risks of the expedition we took are darker direction with the way we treated imagery and the colour palettes. We wanted to make sure our story had suspense and that the audience felt the need to keep coming back to see how the team were progressing. The likelihood was that the weather conditions would be perfect, blue skies and straightforward driving, and if we illustrated this from the start the I believed this wouldn't create as much hype for the campaign.

The set up, confrontation and the resolution

Tell the story and unfolding the expedition was really important to us. To do this we took references to a technique used in novel writing, the three act structure. Manon and Hillary's stories gave us the set up and the Antarcticas conditions and following the expedition live as it happened gave us the confrontation. The resolution came from Manon achieving her dream.

 

To convey the dangers, unknowns and risks of the expedition we took are darker direction with the way we treated imagery and the colour palettes. We wanted to make sure our story had suspense and that the audience felt the need to keep coming back to see how the team were progressing. The likelihood was that the weather conditions would be perfect, blue skies and straightforward driving, and if we illustrated this from the start the I believed this wouldn't create as much hype for the campaign.

AntarcticaTwo VR

After the expedition had finished we created a short virtual reality experience to take fans to the south pole. We created a short narrative to set the scene, you were flying in via helicopter to rendezvous with the expedition team to drop off supplies. To add to the VR experience we sourced a set of airline seats to make it feel like you were actually sat in the helicopter and we also used a large industrial fan to add to the effect of the doors opening on the helicopter, creating a massive amount of wind.

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