I'm assuming most of you aren't farmers, so we'll start with a little background info.“In-the-bag protection” is the term for insecticide seed coatings and genetic traits that come in the seed bag, ready to use. Even though insect resistance to these treatments and traits is on the rise, 68% of farmers surveyed said they’d simply switch seed treatments instead of using a new protection methodology. We made the case for Capture LFR using ugly-truth visuals and reason-why messaging to drive home our point. TV, print, direct mail and digital drove our audience to zoneofprotection.com where they could learn the details of switching equipment and find equipment rebates.
Sales increased 50%.
Once the animated assets were developed, we used them again for print, digital and direct mail.
For digital, the worm character chewed through the web page, crawled through the space and then burrowed into the seed.
All audiences were driven to zoneofprotection.com to watch testimonials, learn about in-furrow insecticide methodolgies and see how the application equipment easily attaches to any planter.
Ag audiences are often early technology adopters (they already have self-driving tractors), so a mobile optimized site was a must.
Credits:
John Vogel, writer
Tim Young, associate creative director
Ed Salem, creative director
Cindi Coulter, designer
Mike Henderson, interactive art director
Chris Johnson, senior interactive designer
Make (Minneapolis), animation
Steve Horner, music
Soundscapes, voice production
