CHALLENGE
Complex science was slowing key product sales.
The Action brand fungicides from Syngenta offer golf course superintendents high performance turfgrass disease control while also protecting turf from the stresses of heat and drought. Since these products come at a premium, Syngenta was looking to demonstrate the science behind its products in an easy-to-understand way.
The 2020 Golf Industry Show offered an ideal opportunity to teach a large audience of superintendents about how the Action brands work to protect against stress from inside and outside the plant. Syngenta tapped G&S to bridge the gap between the scientific explanation and the concrete results through an immersive, integrated experience.
SOLUTION
We combined visual storytelling with virtual reality.
In the three months leading up to the show, the team executed an organic and promoted social media campaign to amplify awareness of #ExperienceTheAction and encourage sign-ups for the 5K and wellness checks that would be hosted at the show. Targeted emails drove traffic to the Syngenta GIS landing page. Print and digital advertising in industry publications, coupled with a news release, built anticipation for the Syngenta show activities.
During the show, we used a 360° approach to drive participation. This included:
- Print advertising in the show program
- Convention center videos and other sponsored signage
- Various speaking and networking opportunities for Syngenta thought leaders
- Booth graphics
- Organic and promoted social media
- Onsite meetings and interviews with trade media
Information, imagination and integration brought the campaign to life.
156,944 advertising impressions
120,923 media relations impressions
35.71% email open rate
13:36 avg. minutes on website
1,202,790 social media impressions
200 virtual reality experiences
160 wellness checks and 196 5K participants