Kubota
The strategic engine behind a category-leading brand.
One voice, 80+ dealers.
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- 01 / The brief The central hub for 80+ dealers. For Kubota Southern Africa we were the central creative and strategic hub, running the brand across a network of more than 80 dealers.
- 02 / Dealer toolkits National consistency, local impact. We wrote the brand guidelines and built turnkey marketing toolkits for every dealer in the network.
- 03 / Media One plan across every channel. Google Ads, SEO and social, paired with print and PR campaigns, run as one plan.
- 04 / Shows Industrial exhibits people walked into. We designed and ran national trade shows and brand activations, turning machinery into brand experiences.
- 05 / The result #1 in its class in the region. One brand system, used by every dealer, from the show floor to the search results.
- Dealers supported across Southern Africa
- 80+
The brief
Kubota is the Japanese agriculture and outdoor power equipment manufacturer. For Kubota Southern Africa, Culture Cartel was the central creative and strategic hub, running the brand across a network of more than 80 dealers. The remit covered national advertising, digital, dealer development and trade shows.
The insight
At this scale, marketing is a distribution problem as much as a creative one. The brand had to hold together across a large dealer footprint while selling everything from heavy commercial machinery to consumer equipment. Professional farmers, industrial contractors and lifestyle owners all needed to hear one clear, authoritative voice, delivered locally.
The work
Dealer toolkits and guidelines
We wrote the brand guidelines and built turnkey marketing toolkits for 80+ dealers. National consistency, local impact.
Digital and traditional media
Google Ads, SEO and social, paired with print and PR campaigns. One plan across every channel.
Trade shows and activations
We designed and ran national trade shows and brand activations, turning industrial exhibits into brand experiences people walked into.
Digital infrastructure and production
We built and maintained the websites, prepared the platform for ecommerce, and handled high-volume merchandise and collateral production.
The result
One brand system, used by every dealer in the network. Kubota stood as the #1 brand in its class in the region, with a consistent presence from the trade show floor to the search results.
Project highlights
