In 2022, thebox joined forces with Syngenta, a global ag brand operating in Australia, to tackle the pressing issue of crown rot disease. Having worked with Syngenta Australia’s Broadacre portfolio since 2020, thebox has a deep understanding of the sector and its challenges.
With Australia’s escalating disease pressure mounting, it poses a serious threat to farmers’ crop productivity and profitability. With the imminent launch of a major product release (Victrato – a groundbreaking product specifically designed to combat crown rot), thebox faced the challenge of creating and executing a compelling campaign strategy leading up to and during its launch.
Crown rot, caused by specific fungi, quietly affects cereal crops like wheat and barley, making it difficult to detect and manage due to its hidden symptoms. This insidious disease progressively worsens over time, endangering future crop harvests.
Drawing inspiration from the hidden symptoms of crown rot, we developed a captivating concept to engage and resonate with the hard-to-reach farming audience. With headlines like “By the time you see it… It’s too late!” and “It’s time to catch a cereal killer”, we urged farmers to acquire the knowledge necessary to protect their crops.
Breaking away from the typical agricultural campaign mould, we created eye-catching artwork featuring a field adorned with crop icons, cleverly concealing a lone scythe that keen observers could spot. This unique and attention-grabbing visual representation aimed to stand out within the campaign’s restricted guidelines.
We executed a comprehensive campaign to educate Australian farmers across the country. The campaign was strategically deployed across various channels, including digital platforms, social media networks, print publications, and rural business. The goal was to arm farmers with crucial information and empower them to take proactive measures against crown rot, to safeguard their crops by testing for crown rot, in anticipation of the new product launch which is coming soon.
The Last Word
The impact of the campaign has been measured on both data metrics as well as the number of PredictaB Test Kit requests that have been made. With the campaign receiving over 400,000 views and in excess of 3,000,000 impressions, the success of the campaign in raising awareness has been profound.
The campaign was seen across the country and delivered over 424,661 views.
Total 3,600,434 impressions
Readership of 422,727 (unduplicated)
What We’ve Done
- Concept Development
- Strategic Planning
- Campaign Development
- Signage Solutions
- Digital & Social Media
- Project Management