A logo that no longer spoke to the market

Showing the impact of a key player in the energy transition

CPCU supplies more than a million Parisians with heat through the largest urban network in France. The company wanted to modernise its image. The objective: to highlight its role in a more responsible, more breathable and more comfortable city.

Showing and explaining

We were asked to design a new visual identity through a series of materials: corporate brochure, key figures leaflet, roller banners, posters, PowerPoint… All designed to speak to employees and external partners alike.

Tailor-made editorial and visual creation

Two creative routes were proposed around the same foundation: shared comfort and environmental commitment.

We rethought the colour palette to warm up the brand world, reworked the typography for greater elegance and reduced the space given to technical content in favour of more human visuals. All in modern formats, suited to reading and to use in the field.

Amazone, a leader in agricultural machinery, continues to innovate and meet its customers' requirements. This year, the brand of German origin launched its range of carbide tines for its rotary harrows on the French market with the agency.

Communication focused on customer expectations

To support this launch, the agency developed a communication strategy centred on the expectations and requirements of Amazone customers. The creative idea highlights the tool, but above all the rigour and quality the brand is committed to offering. The main visual embodies this promise, showcasing the robustness and precision of the carbide tines.

Targeted multichannel distribution

This campaign is built around multichannel communication:

• Print and digital materials : posters and online content adapted to the different communication media.

• Point-of-sale presence : specific POS displays created to present the new carbide tines in the best possible way. These displays were designed to showcase this particularly heavy metal product and catch customers' attention directly in the field.

Every year, CNH Europe launches a communication campaign with Agence Puck to promote all its new developments in precision farming. A strategic event highlighting the latest technological innovations from the brands Case IH, New Holland and Steyr.

The objective: to improve agricultural performance while reducing its environmental impact.

Multilingual, multi-media communication

Reduced inputs, responsible use of plant protection products, control of fuel consumption… CNH Europe is investing in more responsible agriculture. Agence Puck designs all the communication materials, both print and digital, and adapts them into the languages of the many European and international markets where the group's brands are present.

Maintaining agricultural machinery is a crucial step in guaranteeing its performance and durability. Aware of this challenge, Parts & Service, the spare parts subsidiary of CNH Industrial, entrusted Agence Puck with designing a high-impact communication campaign. The objective: to encourage farmers to service their tractors, balers and combine harvesters during the low season.

A variety of materials to reach every target

The agency created a complete range of materials. Web and social media banners ensure optimal digital visibility, while flyers, letters, posters and roll-ups strengthen local presence. Specific brochures were also created for each type of machine. They highlight the benefits of servicing in the off-peak period, such as parts availability, promotional offers and shorter lead times.

Customisation that serves dealers

The key to this campaign lies in its customisable nature. A dedicated online platform enables dealers to adapt the brochures to their needs:

• Adding local offers,
• Integrating logos,
• QR codes,
• Specific messages.

This tool gives them tailored communication, suited to their customers. The result? Better ownership of the message and stronger contact with farmers.

A collaborative success

The campaign is based on a strategy combining standardised materials and customisation options. This maximises impact on a large scale, while preserving local communication. A successful venture for Parts & Service and Agence Puck, who continue to support agricultural professionals in maintaining their equipment.

Case IH is a renowned agricultural machinery brand. Its products are iconic. The Quadtrac is one of the largest tractors in the world, the Axial-Flow®, one of the best combine harvesters on the market. As for the Farmall, which has celebrated its 100th anniversary, it's a model every farmer has come across. Let's be honest, the brand enjoys a great deal of goodwill; it even has its fans.

Choosing a content policy

Like many B2B brands, Case IH has understood the importance of content. The brand itself is a formidable medium, since it has a large, loyal audience. That's why, in 2023, the company decided to commit further to this content production policy and wanted to place a brand magazine at the centre of its tools.

The Farm Forum Magazine

This magazine previously had a more international existence; it now has its French edition. It is produced entirely by Agence Puck which has set up an entire production team : 

• journalists, 
• writers, 
• photographers, 

who gather information and produce reports. 

The editorial line doesn't focus solely on the brand. It highlights portraits and issues faced by farmers, and covers certain subjects through in-depth features. 

This magazine is produced in partnership with the Case IH dealer network, which also helps source stories from its customers and in its regions. Each dealer customises their edition for their catchment area.

The first issue and its associated blog

The June issue was a great success. We see this particularly at trade shows, where it is available in addition to the 100,000 copies sent to farmers. Many internet users also visit the digital Farm Forum blog, which provides additional information to the print edition, and sign up to receive the magazine. The next issue in November will even hold a surprise for readers.

Winter servicing is an essential period for agricultural dealers' workshops. It's the right time to carry out a thorough overhaul of all machines, guaranteeing an optimal start to the coming season.

Strategic preparation at Case IH: versatile communication

As part of this campaign at Case IH, the main objective is to anticipate servicing and spread the workshop's workload sensibly over a longer period.

To achieve this objective, we develop a variety of communication tools such as:

• Magazines,
• Posters,
• Social media posts,
• And many more.

These materials are designed to support and promote the operation at every level.

Combining education, advice and promotional incentives at national and local level

It is crucial to maintain a subtle balance between passing on knowledge, providing practical advice and promoting offers. This approach ensures dynamic, engaging communication.

These communication tools are deployed both at national level, to strengthen the brand's presence, and at local level, to support dealers' activities in the field.