Close isn’t close enough
Tru-Test has a world-class reputation for developing rugged reliable hardware and world-class smart technology for better farm decision-making and on-farm profitability. Its solutions are grounded on accurate, reliable measurements to streamline activity and deliver timely, easy-to-understand intelligence to the fingertips of producers around the world. Tracta was tasked with promoting the Tru-Test Weighing & EID system to Kiwi farmers.
The category norm
Traditionally farmers have relied on their years of experience and their ‘eye’ to know when animals are gaining weight and ready to be sold or slaughtered. But it’s far from accurate and many farmers are losing money as a result.
The standout idea
Guess her weight and win.
We had to show farmers that guesswork is leaving profit in the paddock. So we challenged them to guess to the nearest 100g the weight of a cow and sheep by ‘eye’ to show them just how inaccurate this practice is.
Outstanding execution
We created a a full omni-channel campaign with regionally tailored OOH, digital, print and social media all directed to a ‘Confidence grows here’ landing page that housed the full grower stories and links to the formulations growers include and trust in their crop protection programmes.
The authentic stories and imagery resonated strongly in the sector with both growers and agronomists, reasserting BASF’s ‘proven in the field’ messaging and growing product awareness.
Client
Capabilities
- Creative & Design
- Media & Channel Activation
Awareness – Print
Text Campaign
Awareness – Point of sale
