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Agrimarketing : June 2015
BEST OF NAMA looking. The platform was aimed to further evoke a sense of history that would resonate with the audience, drawing upon the memory of their farm upbringing.” The beauty of collaboration continued as the creative concepting phase began. “We put multiple creative teams on the project with the goal of generating as many different approaches in the given amount of time,” says Tresidder. “Over the next few weeks, the teams’ work was hung on a large wall within the agency. Watching the body of work grow was exciting. It’s one of the things we love about this business.” The agency began the difficult task of sifting through all the work to determine a short list of concepts that were the most impactful, memorable and relevant to today’s market situation. The chosen work was then presented to Syngenta and after a great deal of discussion, an even shorter list was finalized. “The agency did an extremely good job providing a broad range of concepts that addressed NK from a variety of angles and aligned both corn and soybeans messaging, which was critical,” says Bev Larson, Communications Lead for the NK brand at Syngenta. “The thoughtfulness behind each platform was not overlooked and we appreciated the originality across the options.” The decision was not an easy one for the teams so Martin Williams took the two campaigns that stood out to everyone and tested them in market. “While we all felt good about the work,” Desai states. We knew we needed to capture reactions from growers before making our final choice for the campaign’s direction. We polled various growers and dealers to see which concept resonated the most with them. Finally, there was a clear front runner leading to the section of ‘The Next Generation’ campaign.” THE WINNER Because of its ability to drive awareness, television was an important component of the Scene from The Next Generation television spot. world of tomorrow’s farmers will be different than it is today. These kids will be there, working hard to ensure their heritage lives on. The Next Generation showcases an optimistic future for farming.” “At Syngenta, we understand that a seed purchase is not only a difficult decision, but also an emotional one,” says Larson. “We wanted to draw on that component and the agency did just that with The Next Generation TV spot and holistic campaign.” To complement the broadcast spot, Martin Williams designed goal as marketers is to connect with farmers and demonstrate that we understand their world and have solutions to many of their problems. That’s a tough thing to say to them if they aren’t paying attention to you. We’re glad this campaign caught the eye of the farmers and the award show judges.” Components of The Next Generation campaign will be used throughout the next year to continue building awareness for NK Corn and NK Soybeans. AM June 2015 s Agri Marketing 21 campaign. Stan Prinsen, VP and Director of Production at Martin Williams assembled a production team that included Lucky 21, a Los Angeles-based production company, and BWN, a recording studio and music house. It was too early in the season to find corn of the appropriate height in Minnesota, so the team ventured down to Texas where the child actors were cast and the film shooting took place. “The goal of the TV spot was to look ahead to the future of farming — the next generation of people who would take over the family business.“ Tresidder details. “By using the kids to share Syngenta’s story, we were able to draw on the humanity of farming while discussing the challenges farmers face.” “One reason we enjoy working with Syngenta so much is that their team consistently asks us to create campaigns that people will remember and talk about. The high-impact print advertisements in ag newspapers and magazines such as cover wraps and gatefolds. Digital and mobile advertisements as well as radio spots rounded out the portfolio of work. The Next Generation campaign launched in August, with a second flight running in November, targeting major DMAs across the Midwest including MinneapolisSt. Paul, Des Moines-Ames, Lincoln and Hastings-Kearney. RESULTS Between August and December 2014, Martin Williams tracked 31 million impressions solely on the TV spots (both .30 and .60 second spots) and a total of 56 million across all campaign executions. Furthermore, in 2014, the television spot was the most viewed video on Syngenta’s YouTube channel. “The success of the campaign was due to the collaboration between so many talented people from all sides of the business,” says Tresidder. “Our
AgCareers Canada 2015