Syngenta GT365 Advertising
CHALLENGE
Simplify Changes & Complexities
The GreenTrust® 365 loyalty program gives golf course superintendents, lawn care operators and ornamental growers the opportunity to save on their Syngenta product purchases by earning yearlong rebates. In 2019, Syngenta restructured the program to feature a new Bonus Booster rebate, which replaced an older points-based reward. G&S was tasked with:
- Creating a cohesive campaign identity applicable to all three audiences
- Visually showing the main savings benefit of the program across all campaign elements
- Building awareness of the new GT Bonus Booster Rebate
SOLUTION
Straight to Savings
A strong campaign identity was critical to ensure customers the new program features would continue to benefit their businesses.
Since the audiences varied across three markets, G&S developed one campaign identity, but visually customized it to address each market.
The “Straight to Savings” headline was chosen because of its simplicity and straightforwardness. Iconography was also used to quickly highlight program features.
- 8 print ads and 15 digital ads ran in key trade publications during the 3-month program period
- Impressions increased by 85,919 compared to the previous year
- Digital ads and sponsored emails resulted in:
- 31,934 more impressions
- 636 more clicks
- An increased click-through rate of 0.64%
- G&S received unsolicited praise for the design from one publication: “In my opinion, it is the best cover ad we’ve had. Everyone was extremely impressed, from our designers to editorial staff.”