Colle McVoy, Exponent PR and client partner Fendt were awarded gold at the 2022 REGGIE Awards, the premier industry awards program of the Association of National Advertisers recognizing the best brand activation marketing campaigns by brands and agencies. They were recognized in the Business-to-Business Marketing Category for the program Growing Bold With the Biggest Star in Country Music.
The program features country music megastar Luke Bryan in the Rise Before Sunrise video series, with 21 mini-episodes starring Bryan as he reconnects with his farming roots and shares his thoughts on everything from farming to his friendships with celebrities, all while plowing his Tennessee field in his new Fendt 724 Gen6 tractor. For Fendt, the brand that challenges farmers to Grow Bold, working with Bryan was an opportunity to show the world that one of its biggest fans is also the biggest star in country music. The effort brought mainstream attention to the challenger ag equipment brand through coverage in People, Muse by Clio, iHeartRadio and more, resulting in a 50% increase in tractor sales and a 30% increase in total market share.
About the REGGIE Awards
Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies. Hosted by the Association of National Advertisers, the name – REGGIE – was originally chosen because it symbolizes results by "making the cash register ring" with consumers. The Super REGGIE recognizes the highest level of achievement and is awarded to the "best-in-class" from the gold category winners. It is the most honored award in the brand activation industry, recognized as the crème de la crème in the marketing world.