Turning Machinery Concerns into Music — and Music into Opportunity.
A data-driven music marketing campaign transforming agricultural worries into wealth.
Siam Kubota x Keng Tachaya – Harvesting Season
Agency : TWF Agency
Creative Director : Ratee Ngarmniyom
Turning Machinery Concerns into Music — and Music into Opportunity.
A data-driven music marketing campaign transforming agricultural worries into wealth.
Case in short :
When data hit the right note — and sales hit the high note.
เมื่ออินไซต์กลายเป็นเพลงที่โดนใจ ดนตรีก็ขยับยอดขายให้สุดปัง
Turning a Product Brief into a Nationwide Movement — Powered by Data, Music, and Heart.
What started as an agricultural sales challenge became an anthem of pride.
Siam Kubota transformed farming machinery from cost to opportunity through a music marketing campaign led by singer Keng Tachaya.
AI-generated song mockups helped shape “Season of Harvesting Wealth,” blending data, insight, and melody into a nationwide hit — sparking over 17M views, 710K engagements, and 100+ dealer spin-offs that turned marketing into movement.
จากโจทย์ขายเครื่องเกี่ยวนวดข้าวจากลูกค้า กลายเป็นเพลงที่ปลุกกระแส และความภูมิใจของชาวนาทั่วประเทศ ภายใต้ท่วงทำนองเดียวกัน ที่ผลักดันยอดขายให้กับดีลเลอร์ทั่วไทย
Siam Kubota พลิกมุมมองจาก “เครื่องจักร = ค่าใช้จ่าย” ให้กลายเป็น “เครื่องจักร = โอกาสในการสร้างรายได้”
ผ่านเพลง “ฤดูเกี่ยวทรัพย์” ที่นำโดย เก่ง ธชย ซึ่งใช้เทคโนโลยี AI สร้างเดโมเพลงจากอินไซต์จริงของเกษตรกร เพื่อให้ศิลปินแต่งและร้องได้ตรงอารมณ์ที่สุด
ผลลัพธ์คือ กว่า17 ล้านViews 710,000 Engagements และคลิปต่อยอดจากดีลเลอร์สยามคูโบต้ากว่า 100 ชิ้นทั่วประเทศ
แคมเปญที่ทำให้ “เสียงของชาวนาผู้ใช้รถเกี่ยวนวดข้าว” กลับมาดังก้องอีกครั้ง — ในจังหวะแห่งความภูมิใจที่ทั้งประเทศรู้สึกได้.
Challenge
For many farmers, agricultural machinery was seen as an expense rather than an investment.
Siam Kubota sought to reframe this perception — turning cost into opportunity for profit.
The challenge was to engage new-generation farmers through music and emotion while addressing three distinct audience segments with different mindsets and motivations.
By combining Music Marketing, Audience Segmentation, and AI Technology, the campaign ensured Kubota’s message truly resonated with the hearts and behavior of real farmers.
Insight
“Reaching real insight through real solutions — delivered through the power of music.”
Farmers are not one audience.
Each group carries its own hopes, worries, and ambitions.
To connect meaningfully, we needed tailored key communications for each cluster — proving Kubota doesn’t just talk to farmers, but genuinely understands each of them.
Three key segments:
Repurchase – Current users encouraged to buy additional harvesters to increase income.
New Customer – Farmers inspired to stop renting and start owning for greater stability.
Competitor Switcher – Farmers invited to switch to Kubota for better performance and value.
Idea
“Turning the Sound of Harvest into the Rhythm of Opportunity.”
The campaign transformed agricultural communication into an emotionally charged music marketing movement.
Partnering with Keng Tachaya, one of Thailand’s most dynamic vocalists, the song “ฤดูเกี่ยวทรัพย์ (Season of Harvesting Wealth)” celebrated abundance and pride in farming life.
To ensure precision, AI technology generated a mock-up song defining tone, tempo, and emotion — guiding the artist and creative direction to align perfectly with real farmer insights.
The result was more than a song — it became a cultural anthem that gave farmers renewed motivation and pride in their work.
Execution
1. Music Video & Narrative Launch
A full-length music video captured the emotional bond between farmers and their machines, reframing Kubota from a functional tool to a partner in prosperity.
2. Segment-Focused Short Content
The campaign was divided into three audience clusters, each with a short-form edit and messaging tailored to specific motivations — maximizing relevance and engagement.
3. AI-Guided Creative Direction
AI-assisted composition helped define the emotional structure — from rhythm to lyrical tone — combining creative intuition with data-driven insight.
4. Organic Expansion Across Thailand
The song struck a powerful chord nationwide.
Over 100 dealer-led spin-off videos were organically created across Thailand on Facebook, YouTube, and TikTok, each adapting the song to localize sales content, engage local communities, and amplify Kubota’s message at the grassroots level.
Impact
Creative Message
17 million total video views across platforms
710,000 total engagements
91,900 clicks to product and dealer pages
21.9 million impressions
100+ localized spin-off videos organically generated nationwide
Transformed Kubota’s brand image from machinery manufacturer to emotional enabler of progress and pride
Strengthened brand unity between Kubota, dealers, and customers — proving that emotional storytelling drives real conversion
This campaign turned a marketing message into a nationwide movement — uniting music, data, and creativity to inspire change in Thailand’s agricultural culture.
We turned the rhythm of harvesting into the rhythm of opportunity —
blending data, music, and creativity to empower modern farmers across Thailand.