Pioneer
How we updated a classic brand for a new generation.
Challenge
Pioneer is an iconic agricultural brand. We needed a campaign that persuaded both next-generation farmers that Pioneer is much more about the future than the past.
Solution
By carefully orchestrating communications across television, a website, podcasts, print, radio and digital, we helped a nearly century old brand speak to today’s needs.
1. Demonstrate respect for the audience.
To convince younger farmers that Pioneer had changed, we acknowledged that farming had changed, too. Today’s farmers are astute businesspeople who run enterprise-level operations in the most complex industry on earth.
2. Create a state-of-the-art website.
To showcase the reenergized Pioneer, we reimagined what an ag website could be. We created a site heavy with computer graphics to take farmers behind-the-seeds to learn about Pioneer’s game-changing R&D. The groundbreaking experience earned “Website of the Year” from awwwards.com. Not just among ag websites: “Corn Revolution” won best of all websites.
3. Assert our credentials.
We used print and digital to show Pioneer’s commanding role in genomic advances at a glance, instantly and impactfully.
4. Harness the power of imagination.
During planting and harvest season, farmers listen to a lot of radio. So, we used it’s theater of the mind to transport them to the research labs and test plots all across the country that make Pioneer, Pioneer.
Click play below to listen.
“Bus”
“Germplasm”
“Tipton”
