THE KISS SOLUTION
As KISS had no agriculture experience, prior to the pitch we did what we always do when we pitch for new business: immerse ourselves in the world of agriculture and farming. We spent a lot of time really trying to get under the skin of the sector, interviewing farmers not only about OSR but about their hopes and fears for the future, their use of different media and their views on different suppliers etc. We also visited trade shows and completed an extensive competitive review.
The strategy we developed was based on trying to push Bayer seed up the benefit ladder to establish an over-arching emotional proposition. When talking to farmers, we found there was a really rich emotional vein to be tapped. While farming today is a science, farmers are bombarded with functional messaging about products, and standing out in this clutter is really hard. We wanted to establish a bigger thought for InVigor as Bayer’s seed power brand and developed the campaign around the joy/satisfaction farmers feel when a crop performs well.
The thought – ‘you’ll be glad’ – was then developed across all media touchpoints from print advertising, digital, social to printed collateral and exhibition stands. The campaign has been running for three years now.