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 to do when competitors have a very similar product, with similar claims? We had the challenge to shift the perception of existing customers in relation to what hive construction works best for heat regulation. Competitors market their hive around their complex and innovative looking hive. While according to Koppert’s vision, in order to get the best activity from the bumblebees the design could actually be very simple. But in reality simple was often looked at as less effective by users.
The power of storytelling is in the creation of a concept that makes the product or service stand out in the market. For the concept the strategy was to step away from the technicals story of competitors by making the argument for the product recognizable, nature inspired and simpel (but true). That why we used a concept based on information users are already familiar with, something they could compare it to. Because heat regulation within a hive is a big issue for the productivity of 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 build around one the oldest architectural knowledge in the book: how to build houses 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 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 strengthen the unique eco-friendly and sustainable aspect of the hive, we used a bumble bee as the narrator in the story. Letting him show the viewer his sustainable house and how it’s specially designed for nature. Since 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 communication. It gave their sales team a practical and easy tool to tell the story of this new hive in an inspiring way. The custom made illustration style made it stand out and grabs the attentions instantly.