Agriculture product launch campaign that’s 100% ‘on it’

Brief

To develop a large-scale, omni-channel, launch campaign for Bayer’s new wheat fungicide, Iblon.

Idea

A simple yet powerful creative idea utilising the unique molecular structure of the product’s formulation to cut through and stand-out in a crowded marketplace, demonstrating the superior efficacy of the iblon fungicide against all key wheat diseases: Iblon. On it.

A multi-channel campaign activated across paid, owned and earned channels including print, programmatic digital and out of home media, video, social, launch events, including an industry launch at the Science Museum in London, promotional collateral and a campaign microsite.

Result

A hugely positive response to the campaign creative across key opinion leaders, distributors, agronomists, growers and internal stakeholders, with high recall of the ‘on it’ campaign idea.

Achieved 100% awareness with agronomists and target growers in its first year.

Nearly 4m impressions across a six-month campaign period, resulting in 21,524 clicks to landing page and an average CTR of 0.55%.