How the power of storytelling made Koppert's new eco-friendly bumblebee hive stand out from the competition
For over 50 years Koppert Biological Systems has contributes to the better health of people and the planet by making agriculture healthier, safer and more productive. Together with their communication team we developed an animated story with true stopping power.
What do you do when competitors have a very similar product, with similar claims? Our challenge was to shift the perception of existing customers regarding which hive construction works best for heat regulation. Competitors market their product around their complex and innovative looking hive, while according to Koppert’s vision the design could actually be very simple in order to get the best activity from the bumblebees. But in reality simple was often seen as less effective by users.
The power of storytelling lies in the creation of a narrative that makes a product or service stand out in the market. Our plan was to step away from the technical story of competitors by making the argument for the product recognizable, nature inspired and simple (but true). That’s why we created a concept based on information that users were already familiar with, something they already knew. Heat regulation within a hive is a big issue for the productivity of bumble bees, therefore the strategy of similarity was used: the heat resistant construction of Spanish houses and the similar construction of Koppert’s Natupol Bee Hive.
The creative concept was built around some of the oldest architectural knowledge in the book: making houses with thick walls and small windows that stay cool in a very hot climate. People have been using this technique for literally hundreds of years. By making this comparison between the design of the Natupol Hive and the structure of Spanish houses, we made its simple appearance the absolute hero of the story, which makes the argument that a nature inspired product is the best choice. To emphasize the unique eco-friendliness and sustainable aspect of the hive, we used a bumble bee as the narrator in the story, letting him show the viewers his sustainable house and how it’s smartly designed for nature. Because after all, the better the bumble bees feel in their hive, the better their pollination performance will be.
The animation gave the launch of the Natupol Hive a very visual language and created a practical and easy tool for the Koppert sales team to tell the story of this new hive in an inspiring way. The custom-made illustration style made it stand out and catches the attention instantly.