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Agrimarketing : June 2009
30 Best of NAMA-AGCO:32 Feature Story 6/12/09 12:47 PM Page 31 interesting call I’d gotten in quite some time,”Wollenhaupt says. But he embraced the challengewith a creative spirit that helped the agency knowtheywere on to a big idea. Wollenhaupt considered his charge for a fewhours and returned with a list of uniquelymonikered pests ranging fromthe velvetbean caterpillar to theHessian fly to the blister beetle. In typical agronomist/entomologist fashion, however, hiswere also themore scientific names like Anthonomus Grandis Grandis, Spodoptera Frugiperda and Erannis Tiliaria. “Pretty ugly stuff on awhole lot of levels,” Rogers noteswith a creative director’s smile. “Whatever theywere called,we knewthe bugswouldmake for a dramatic visual, butwewanted to find the right balance of impact, cleverness and clarity,” Rogers says. “Wewanted the reader towant to get to the body copy.” Anumber of “bug” concepts were developed and evolved. In the end, itwas agreed among the agency teamto use large visuals of RoGators, illustrating each point-ofdifference. “We didn’twant tominimize the client’s product, andwe wanted to showit in toughworking conditions,”Harris says. Thiswas a bit of a challenge becauseAGCO’s budget didn’t include any type of photo shoot, so the agency searched through thousands of company photos to find the ones that fit best. Large headlineswere used to help grab attention,while providing a dualmeaning relative to both the machine and the pest. The bug itself took a secondary, but highly visible position “attached” to the headline. Copywas kept to aminimum,with each ad featuring clear benefits to the grower of the RoGator technology. “People don’t have time to read boring, copy-heavy ads these days,” Bigelowsays. “Wewanted these ads to provide a seamless transition from headline to visual to subhead to copy. In less than aminute of the farmer’s timewewanted himto be able to see the relevance to his own business.” THE EDGE To round out the campaign, Bigelow also developed a signature line— RoGator. Your Edge OnMother Nature—to tie the campaign together. “Itwas a great line,” Lund says. “We even put it on our promotional caps.” The launch ad featured a boll weevil and the headline, “Put Something EvenMore Relentless in Your Fields. Your Own RoGator.” The subhead added, “Now it’s easy to own the sprayers the professionals use. For pests like this, you’re going to need it.” “This campaignwas designed to generate awareness for RoGator and position the brand as a great value to the grower,” says Lund. “It was never about price alone. Customers could get a professional-grade sprayer that handsdown beat the competition. Coming fromour legacy of quality,we wanted our newads to articulate that in a bold way.” The second ad fea- tured a linden looper flexibly navigating a headline that proclaimed: “Bothwere createdwith flexible bodies. Ours comeswith air conditioning and a cup-holder, too.” The subhead promised: “RoGator combines all-terrain travelwith all the creature comforts.” “Clever turn of phrase, subtle humor and carefully crafted copy is whatwewere going for,” Bigelow says. “Wewanted to be sure these ads communicated the heritage of a brand like RoGator,without ever being too ‘cutesy.’” Athird ad, noting that RoGator’s innovative frame didn’t need a traction control back-up systemlike its competition, said, “Keeps its traction, nomatterwhat.”An armywormclung upside down to the headline, leading to a subhead that noted, “Bugs can travel over any terrain.With a RoGator, you can too.” And the final ad, touting RoGator’s superior cab visibility, feaJune 2009 s Agri Marketing 31 “Finding high-resolution photos of these crop pestswas the biggest challenge,” reports Rogers. “It’s not like we could do a casting call.” The agencyworkedwith the entomology departments at severalMidwestern and Southeastern universities to score the pictures used in the campaign. THE RESULT “Fromattention-grabbing headlines to insightful copy to fresh design, Bigelowreally nailed it,” Lund concludes. The campaign forAtlanta-based AGCOwas Bigelow’s firstwork in the Ag category. In addition to taking the 2009 Best of Showfor advertising, the agency alsowon three other Best of NAMAawards forAGCO, two for advertising and another for a series of product brochures. Six of the agency’s ten regional submissions qualified for national judging. AM tured a big-eyed tachinid fly punctuating the headline, “It’s only fair that you see everything, too.” The subhead hammered home the benefit to the grower: “RoGator’s better visibility lets you turn your head less and see more.”
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