After a bold product campaign which kicked off with a profit warning message and a genuine arable farmer putting our product claims to the test on his farm, the success of The Real Results Circle simply grew and grew.
On the back of that success we built a standalone digital product, the Real Results Circle website.
BASF wanted to instil as much trust and honesty in its unproven products coming to market across the UK. We wanted farmers to share their knowledge and post their harvest results to grow a community and unite farmers. Whether these trials were in BASF’s favour or not, they were still published.
The website hosted rich media and data. Drone imagery with farmers’ fields accompanied by product type a/b, pie charts, bar charts, testimonial videos, quotes, event roadshows and a bus tour enabling farmers to track and attend the events.
This work picked up a Drum Roses award for B2B integrated campaign of the year.
Revystar XE® is a new revolutionary fungicide with rain-fast technology and UV protection. This campaign embodied a pre and post launch, with a flexible webpage, creative, messaging and CTA.
To stay true to the Real Results Circle, Revystar XE® had three real life farmers being our advocates.
All three farmers had tried and tested the product for themselves to give their honest support. It was vital to include them as much as possible to instil confidence and trust. This was done in the form of video content on the website, quotes and a roadshow.
Black-grass, one of the biggest challenges to profitable arable farming in the main wheat growing areas of the UK. This campaign was purely centred around the farming community. What advice can farmers give one another to battle Black-grass?
BASF wants to be seen as the leaders in the market for empowering farmers to share their stories and experience handed down to battle the disease.
The best medium for that? A tour bus, to bring farmers together, share their tips and unite the community with one cause. The website hosted a wealth of blogs and articles on the topic, the bus schedule, the experts attending and a calculator to show farmers per/ha potential losses.
A big part of The Real Results Circle website is to house trial result data, good and bad. We were briefed to bring all the Oil Seed Rape results data to the website, allowing farmers to get into the detail of the graphs and storytelling from the beginning of the trial to the conclusion.
Using a direct off-the-shelf library just wasn’t appropriate for this brief, nor was creating assets from scratch an option. How could we do this?
Going through the brief and breaking down the charts supplied, we noticed common consistencies which would enable us to design and build a handful of styles from a single library asset. Also, creating the same rules on how they would be responsive to mobile saved more time to build.
For client sign off and a swift handoff to build, I created a design system document for those graphs and various other card designs, including those responsive rules, all with placeholder content. The real data was then added in the CMS platform by the client to save time.
The core concept developed by the creative team was centred around a giant farmer looking down at their hectares. Being in control from diseases, able to cultivate, spray and drill quicker because Revystar® is so efficient and weather resistant.
As part of the digital work to support the pitch creative work we came up with two ideas. One, with the help of Carbon Digital, was an AR experience enabling users to be the giant farmer, focusing on their crops and the product benefits.
The second was an interactive landing page, where the user would zoom in from the clouds above, down to a microscopic level and understand the science behind the technology using animation zoom and hotspots.
Got any questions or a new project in mind? Drop me a line.
