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| These stories are dedicated to our clients, the projects we’ve worked on together and the benefits that smart marketing, branding and advertising deliver. |
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| What you sow is what you reap. Literally. |
Cropzeal DAP Boron Boost made quite the impression on the market when it was introduced for the first time last year. The results were very significant with an average increase in Boron uptake rising by 44%.
For this project, the notion of what you put in, you get out, provided the perfect creative platform to develop the campaign idea. For Cropzeal DAP it meant by using this superior starter fertiliser, you will yield superior results, and thus the idea, “Boost now. Reap later” was born.
For this campaign we were able to demonstrate the idea by using a before and after example, and extending this concept through different media channels to create a fully integrated campaign. For us, it was crucial to truly understand our client and the target audience. We recognised the significance of how each month, and season plays a role in a farmer’s business. Keeping precise track of the calendar is as important as putting the gumboots on.
Hence, an important part of the idea included a calendar displaying what the crops will look like at each month, and using the words Boost now, and Reap later on the respective months.
We extended the concept through a fold out brochure, in-store floor decals, and in-store awareness displays. We also went digital. Using banner adverts on websites such as RD1 and the Metservice, and to top it off, we also sent the message out through the airwaves, by creating radio adverts.
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