Massey Ferguson embarks on an Antarctic expedition to demonstrate the power of its tractors. Jessica McGreal reports
Agricultural manufacturer Massey Ferguson will literally go to the end of the earth to prove its MF 5610 tractors are the best. The company has taken on a polar challenge to demonstrate the resilience and reliability of its top machine.
In November a team set out on ‘Antarctica2’, an expedition that sees a specially adapted tractor make a 5000 kilometre round trip from the coast of Antarctica to the South Pole and back again.
Reliving history
This gigantic project came about after Manon Ossevoort asked Massey Ferguson for its support in helping her achieve a dream: to drive a tractor to the South Pole. The 38-year-old Dutch actress is no stranger to these farming vehicles. Nicknamed ‘Tractor Girl’, Ossevoort has previously driven a tractor 38,000 kilometres from her home in the Netherlands to Cape Town, South Africa.
This polar expedition is significant to the business as it recreates a 1958 voyage by Edmund Hillary. The explorer used a fleet of Ferguson TE20 tractors to set up a supply line of depots to the South Pole.
Consequently, this challenge was the perfect way to highlight the firm’s rich heritage, while inspiring farming communities throughout the world to rise to the challenges they face and fulfill their professional and personal goals. Working with strategic content agency Captive Minds, Massey Ferguson made Ossevoort’s dreams a reality.
Richard Markwell, vice president and managing director EMEA at Massey Ferguson, explains: “‘Antarctica2’ is a bold and exciting mission full of exceptional challenges and we are extremely proud to be part of it. It fully reflects the spirit of our brand and our desire to achieve, no matter how difficult or demanding the path may be.”
The journey
A team of eight people – an expedition leader, two drivers/mechanics, three photographers/videographers, tractor mechanic and Ossevoort – are making the voyage across one of the globe’s harshest terrains. The tractor faces mountains, frozen waves of snow and hidden crevasses and an average temperature of -27ºC. The journey will push the vehicle to its limits and equate to two-years work on the average farm.
On day 17 the tractor reached the South Pole after intense days where the team was up for 30-hours and spent 23-hours driving in one stretch. So far, the group has faced no major obstacles with only routine maintenance holding them back.
At the time of writing (day 25) the tractor has covered 3908 kilometres and the engine has been running for 584 hours using 650 gallons of fuel. Meanwhile, the team has slept for 656 hours and consumed 600,000 calories in order to keep their energy levels high.
Despite their success so far, this adventure presents a vast array of hazards. One such hazard was highlighted back in 1958 when Hillary’s group nearly lost a tractor down a crevasse. Luckily the roll bar jammed against the walls of ice locking the vehicle in place and saving the driver’s life.
These incidents can still happen today. As a result, full risk assessments and crisis communication documents were prepared beforehand. Other dangers that had to be considered were exposure to the extreme cold and exhaustion.
Audience engagement
This polar challenge gives Massey Ferguson the perfect opportunity to discuss their tractors in a new, fun and engaging way. The activity provides compelling content to engage core audiences at trade shows as well as at dealership level.
To ensure the international farming community is aware of ‘Antarctica2’, the company launched a multichannel marketing campaign.
The promotion is running throughout the expedition and beyond. International and trade PR outreach aims to produce coverage across news, consumer press and trade titles. The brand will use social media and digital to direct traffic to the specifically designed ‘Antarctica2’ website. The site allows users to follow the journey in real-time through videos, sound bites and interesting facts.
Once they’ve warmed up from this icy tour, Massey Ferguson plan to carry this success forward by undergoing a significant global merchandising and brand development programme in 2015 with assets created from the trip.
