--- title: "Kubota: The strategic engine behind a category-leading brand" description: "Culture Cartel ran brand, advertising, digital and trade shows for Kubota Southern Africa, supporting a network of 80+ dealers from Johannesburg." canonical: https://www.culturecartel.ca/work/kubota language: en-CA publisher: Culture Cartel --- Kubota # Kubota The strategic engine behind a category-leading brand. - **Client:** Kubota Southern Africa - **Format:** Brand - **Industry:** [Agriculture and Power Equipment](https://www.culturecartel.ca/industries/equipment-dealer-marketing-canada) - **Location:** Johannesburg, South Africa - **Year:** 2021 ![A Kubota M7 tractor ploughing a field under a dramatic sky, dust rising behind the plough](https://www.culturecartel.ca/_frames/m/kubota.webp) Brand · Dealers · Media · Shows Kubota · Southern Africa · from Johannesburg One voice, *80+ dealers*. Scroll 1. 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. 2. 02 / Dealer toolkits National consistency, local impact. We wrote the brand guidelines and built turnkey marketing toolkits for every dealer in the network. 3. 03 / Media One plan across every channel. Google Ads, SEO and social, paired with print and PR campaigns, run as one plan. 4. 04 / Shows Industrial exhibits people walked into. We designed and ran national trade shows and brand activations, turning machinery into brand experiences. 5. 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. The full story - **Dealers supported across Southern Africa:** 80+ Services - Brand systems - Advertising - Performance media - SEO and GEO - Trade shows - Websites Practice - [Strategy & Brand](https://www.culturecartel.ca/services#brand) - [Campaigns & Content](https://www.culturecartel.ca/services#campaigns-and-content) - [Experiences](https://www.culturecartel.ca/live) Live links - [Kubota](https://www.kubota.com) [Start a project like this](https://www.culturecartel.ca/start?service=brand&ref=kubota) ## 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 ![Kubota M8 tractor campaign image](https://www.culturecartel.ca/media/w/f79f2c_db595d7a98e24fa0-2000.webp) 01 / Kubota M8 tractor campaign image ![Kubota agricultural equipment brand creative](https://www.culturecartel.ca/media/w/f79f2c_e6817fe0108142ec-1200.webp) 02 / Kubota agricultural equipment brand creative 03 / Kubota Southern Africa campaign video ![Kubota machinery in a Southern African campaign](https://www.culturecartel.ca/media/w/f79f2c_efd261375a3248ab-750.webp) 04 / Kubota machinery in a Southern African campaign ![Kubota brand and dealer marketing visual](https://www.culturecartel.ca/media/w/f79f2c_d85c341b76af4346-1200.webp) 05 / Kubota brand and dealer marketing visual 06 / Kubota product video for Southern Africa ![Kubota trade show and activation creative](https://www.culturecartel.ca/media/w/f79f2c_43ecbba6914f4dcb-1024.webp) 07 / Kubota trade show and activation creative 08 / Kubota tractors spraying and mowing between the vine rows, from the Kubota Southern Africa vineyard film ![Kubota Southern Africa print advertising visual](https://www.culturecartel.ca/media/w/f79f2c_7877bd407dcf47b1-1280.webp) 09 / Kubota Southern Africa print advertising visual ## Start a project like this. Positioning, identity and senior judgement that make you the obvious choice. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=brand&ref=kubota) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=kubota) Related work - [E-Kubota](https://www.culturecartel.ca/work/e-kubota): A pilot launch built to become the blueprint. · Digital / Agricultural machinery / Canada / 2022 - [Smith Power Equipment](https://www.culturecartel.ca/work/smith-power-equipment): 19 brands. 7 categories. 6 countries. One marketing engine. · **19** Global brands in one distribution portfolio · Brand / Power Equipment and Agriculture / Johannesburg / 2019 - [Prairie Ag](https://www.culturecartel.ca/work/prairie-ag): A new name for a 30-year dealer, without losing a customer’s trust. · Brand / Agricultural equipment dealer / Western Canada / 2022 [Next project Polaris Built brand trust. Drove dealer traffic. Levelled up the category. Keep scrolling](https://www.culturecartel.ca/work/polaris) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start