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
Using a ‘txt to win’ mechanism across print and in-store with automated responses, the campaign simply and effectively demonstrated to farmers the inaccuracy of gauging weight by ‘eye’.
Client
Capabilities
- Creative & Design
- Media & Channel Activation
Awareness – Print
Text Campaign
Awareness – Point of sale
