Amazone is a well-established brand in the agricultural world. But in the professional green space market, the challenge was different: to make the Profihopper stand out among audiences who don't instinctively associate it with their trade.
Landscapers, local authorities, greenkeepers, campsites, equestrian centres, parks and large estates: these professionals share a common need. To maintain quickly, well, often and in conditions that aren't always ideal.
The Profihopper therefore had a strong argument: its versatility. Mowing, collecting, scarifying, dethatching, mulching… a single machine can meet several needs, where other equipment quickly shows its limits, particularly when grass is wet, tall or full of debris.
So the task wasn't just to present a machine.
We had to create a message clear enough to explain its value, and striking enough to establish Amazone as a credible player in the green space world.
The problem: a high-performance machine, but still too little known
The Profihopper ticks many boxes for professionals: versatility, productivity, the ability to work in difficult conditions, optimised operating time.
But faced with a broad and sometimes hard-to-define audience, the risk was real: sticking to a message that was too technical, too rational or too close to a product sheet.
Yet in a market where the machine may be seen as more expensive, it wasn't enough to say it performed well. Its advantage had to be made immediately visible: showing that it replaces several uses, reduces constraints and can support professionals on very different types of terrain.
Our response: turning versatility into a creative idea
We worked on a simple concept: the Profihopper isn't afraid of anything.
The chosen route places the machine in an unexpected, almost outsized world: a setting of dinosaurs, tall grass and extreme terrain. A visual territory that gets the message across without detours: if the Profihopper can take on this setting, it can take on the demanding daily conditions faced by green space professionals.
The tagline “Profihopper, never afraid” sums up the idea in a few words.
It establishes the machine as robust, versatile and confident equipment, without entering into a heavy technical demonstration.
A campaign designed to leave a mark
The objective was twofold: to build awareness of the product and make its benefit immediately understandable.
The visual doesn't just show a machine in action. It stages a promise: being able to mow, collect, scarify, dethatch or mulch, even in conditions that look complicated.
This approach moves away from conventional, often very descriptive, professional equipment communication to create a more memorable territory. The tone remains concrete, but the image brings the impact needed to stand out with audiences who are heavily solicited and sometimes unfamiliar with Amazone in this market.
What we brought to the table
For Amazone, the challenge wasn't to add one more argument for an already high-performing machine. The message had to shift: from a product demonstration to immediately understandable proof of use.
With this campaign, Agence Puck gave the Profihopper a more distinctive communication territory, able to convey its versatility without listing its functions one by one. The choice of a deliberately extreme, almost offbeat world makes visible what the machine promises day to day: moving forward where other equipment stops.
The result: a campaign that seeks not only to explain the Profihopper, but also to give it a stronger presence, attitude and memorability in a market where Amazone still had to make its mark.
To discover all our work, click here.
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