New crop-protection category, another ground-breaking contest
- Contest Development
- Contest Execution
- Contest Branding/Logo Design
- Direct Mail
- Launch Event
The Go4Arylex Giveaway not only increased awareness and benefits of Arylex active herbicide. It also successfully added nearly 2,000 growers to our database. Our strategy was to develop a contest for Western Canadian farmers where they could earn entries to win 1 of 4 pieces of John Deere equipment. AdFarm executed all communications pieces to promote the contest, including print, radio, direct mail, email, handouts, video, a landing page and a grower launch event.
The Go4Arylex Giveaway stems from the “Just Go” positioning behind Arylex Active. When farmers use an Arylex herbicide, they can “Just Go” because this active ingredient allows them to spray in a variety of weather conditions, in big or small crops, on big or small weeds. We wanted to continue with the idea that the Go4Arylex Giveaway was just as easy as applying an Arylex herbicide.
The design of the logo is meant to emulate the badges you would see on a new truck or piece of farm equipment, and they became the piece we wanted people to look for. Entry codes for the contest were tacked on to the badge, creating an easily recognized visual cue for people. The colors use the green associated with the “Just GO” tag we have used in other communications materials. It also ties to the color of the John Deere equipment that was available to win.
Each piece of John Deere equipment was partnered with an Arylex active herbicide to help differentiate the Arylex brands: Paradigm, Pixxaro, Rexade and Cirpreme as well as personify the key features of each herbicide product.
Different communications pieces were developed over the duration of the contest to educate growers on Arylex active and the benefits Arylex active herbicides provide. Each communications piece included a code, which when entered on the Go4Arylex Giveaway landing page, earned the farmer additional entries. All communications pieces directed farmers to Go4Arylex.com to sign up and collect entries for every code entered.
The Go4Arylex Giveaway has been an incredible success. To date, there are 1690 farmers enrolled in the Go4Arylex Giveaway. That is 1,690 farmers who are actively engaged with the giveaway and have been seeking out communications materials for codes to earn additional entries since January 2018. Of those farmers participating, 45% of the users have entered more than 9 codes.