HTDL partnered with Massey Ferguson to develop and deliver a pan-European promotional campaign designed to increase awareness and sales of genuine OEM clutch and flywheel components. The result was the highly successful Golden Clutch Campaign, a multi-channel marketing initiative that combined creative design, product promotion, dealer engagement and ongoing public relations activity.
Working closely with the Massey Ferguson aftermarket team, we conceived the Golden Clutch campaign from the ground up. The objective was simple: encourage dealers and end users to choose genuine Massey Ferguson clutch and flywheel products over aftermarket alternatives.
Our team managed the complete creative and production process, including campaign concepts, photography, artwork creation, promotional materials, print management and supporting marketing collateral.
To create excitement and encourage participation, specially selected "Golden Clutches" were randomly placed within clutch and flywheel product packaging. Customers discovering a winning clutch were entered into a prize draw to win one of eight premium Jura coffee machines, creating a compelling incentive to purchase genuine OEM parts.
The campaign was successfully deployed across multiple European markets, including the United Kingdom, France, Germany and Spain. To ensure consistency across all territories, HTDL coordinated the localisation and translation of campaign assets, adapting materials for each market while maintaining a unified brand message.
Alongside promotional materials, we also designed and produced a comprehensive 48-page clutch and flywheel quick reference guide, providing dealers and customers with a valuable technical resource while reinforcing the benefits of genuine Massey Ferguson components.
A key element of the campaign's success was its longevity. Rather than relying on a single launch, the Golden Clutch promotion generated ongoing engagement over several months.
Each time a winner was announced, new PR opportunities were created across Europe. To maximise exposure, we designed bespoke framed certificates inspired by gold record awards, which were presented by local and regional sales managers. These presentations generated valuable photography, dealer engagement and regional media coverage, helping to keep the campaign front of mind throughout its duration.
Social media marketing played an important role in amplifying the campaign, with winner announcements, promotional content and dealer-focused communications shared across multiple channels to maintain momentum and drive further interest.
The Midas Clutch campaign successfully combined promotional marketing, creative design, print production, dealer engagement and public relations into a single integrated initiative with a genuine incentive for the target audience throughout Europe.
By creating excitement around genuine OEM parts and generating sustained engagement across multiple European territories, the campaign helped strengthen awareness of Massey Ferguson's aftermarket offering while supporting sales growth throughout the campaign period.
Creative campaign development
Photography and art direction
Graphic design and artwork
Print management and production
Multi-language campaign localisation
Dealer marketing support
Social media campaign assets
PR and promotional materials
Technical publication design
