Fendt received two prizes at the accredited German Brand Award 2020. Under 1200 submissions of application the marketing campaigns for “It’s Fendt” and “Fendt 900 Vario – Ready for more” were awarded. The campaigns were developed in cooperation with the Brand Communication Agency shot one GmbH in Munich.
The campaign for the new brand claim “It’s Fendt” won the competition as one of only eleven companies in the category “Excellence in Brand Strategy and Creation Brand Strategy”. In the category “Excellence in Brand Strategy and Creation Brand Communication – Integrated Campaign” the Fendt campaign “Fendt 900 Vario – Ready for more” was one of only 41 companies nationwide that received an award in this category. The German Brand Award is presented for the fifth time to companies for outstanding brand management. The awards are given to companies in the categories „Excellence in Branding“, „Industry Excellence in Branding“ und „Excellence in Brand Strategy, Management and Creation“.
Roland Schmidt, Vice President Fendt Marketing:
“For the success and the image of a brand on the national and international market a target group-oriented marketing is really important. That’s why we are very pleased to have been awarded on of the most important German brand prizes twice”, says Roland Schmidt, Vice President Fendt Marketing. “This award is an external confirmation from a competent party that we deliver top quality in our products and our communication. The enormous demand for the Fendt 900 Vario, for example, which has continued steadily since its market launch, shows that campaigns also work. A good campaign can support an outstanding product even more.”
The campaign „Fendt 900 Vario – Ready for more.” for the new generation of the Fendt 900 Vario was developed in cooperation with the Agency shot one in Munich. Under the title “Ready for more” new technical features of the machine were presented to the public. These generated interest among customers and highlighted the added value of the machine on social media and in classic communication media using a combination of photo, film and text.
With the campaign “It’s Fendt. Because we understand agriculture.”, Fendt changed its brand claim for the first time in company history. The new claim also marks the change from a traditional company with a 90-year history to a globally active company that sticks to its roots. In this international campaign Fendt introduced the new brand to all markets. The campaign was also developed in cooperation with the Agency shot one brand communication.