Pioneer
How we updated a classic brand for a new generation.
Challenge
Founded in 1926, Pioneer is one of agriculture’s most iconic brands. We needed to create a campaign that signaled first to our sales channel, and then to our customers, that Pioneer is much more about the future than the past.
Solution
By orchestrating communications to our sales representatives and then directly to farmers, we helped refresh and reinvigorate the Pioneer® brand. The integrated campaign included direct mail, multiple podcasts, a website, TV, radio, print and digital.
1. Respect the audience.
Before telling farmers that Pioneer had changed, we needed to acknowledge 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 a 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 wanted to show Pioneer’s commanding role in R&D advances at a glance, instantly and impactfully.
4. Harness the power of imagination.
During planting and harvest, farmers listen to a lot of radio. So, we used radio’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”
