An international campaign always comes with the challenge of tailoring your message to your target audience as much as possible. ‘Spray a solution full of life’ targeted agricultural growers worldwide. Each of them has their own crop and unique cultivation environment. So, the challenge was to create a visual story that would apply to all of them, no matter the crop they grow. That meant video was off the table — it would be too focused on a single crop or country.
By using animation, we could perfectly tailor the story to any grower in a visual way. We created a generic landscape and a neutral crop all farmers could relate to. That’s the freedom that comes with using animation. Having solved the problem of the visuals, we set up a storytelling strategy that would match product strategy needs: market development. Generally, the target audience is familiar with natural bio control as described in Koppert’s proposition. But they don’t know it can now also be used in agriculture. So, the story’s focus isn’t on explaining how the solution works. Rather, it’s on the efficiency of use — which is similar to how agricultural growers use their chemical solution at the moment. It makes the new product very accessible and easy to adapt.
‘Spray a solution’ means growers can use the equipment they’re used to. They can tank mix the solution and spray it over the crop just like chemicals, which affects their perception of convenience. ‘Full of life’ contains a contradiction. It implies that this is a different type of solution. Rather than being chemical, it’s alive. Since spraying has a negative connotation and is usually associated with a chemical solution, the slogan highlights the opportunity Koppert provides to growers: I can spray a solution full of life!
While making this animated video, we created a large amount of visuals. These were used in this campaign, but also set a foundation for subsequent marketing efforts. They provided a new proposition with a face and a clear, engaging story.