2024 Winner

CASE SUMMARY

Bayer Crop Science Canada, under its DEKALB brand, is a leading provider of corn seed in Canada, second only to Pioneer Seeds. Despite a stable market share, Bayer faces ongoing challenges from pests and diseases, particularly the resurgence of the corn rootworm, known as the "billion-dollar bug." This poses a significant threat to corn yields, potentially reducing them by up to 45% (totalling hundreds of millions of dollars across the sector annually). This issue has become a key battleground in the agricultural industry.

The introduction of SmartStax PRO with RNAi Technology presents an innovative solution offering the strongest biotech defense against corn rootworms. The product’s integration into the market is complex as it requires a significant commitment from farmers when purchasing corn seed. Additionally, the product will not be available until late 2024, but making early market entry crucial for setting Bayer as the preferred choice in the next seed-buying season.

Understanding and addressing the unique challenges faced by Ontario's small yet influential group of corn farmers – who drive Canada's corn seed market despite representing just 0.02% of the province's population – posed a distinctive strategic challenge for Bayer. This niche market's impact is amplified by their significant contribution to the $3.3 billion generated in corn revenue over the last five years in Canada, underscoring the critical need to engage them effectively."

The insight driving the “Roots Remastered” campaign stemmed from understanding the intrinsic connection between corn farmers and their land. The pests' damage leads to weakened stalks and potential crop failure; Bayer’s new technology provides essential below-soil protection, thereby safeguarding crop health and profitability without being seen. Yet, farmers' traditional reliance on visible cues for assessing crop health would make it difficult to appreciate the effectiveness of a subterranean solution like SmartStax PRO.

The brand’s insight was simple: The best farmers use all their senses to understand the health of their crops.

“Roots Remastered” – the world’s first music made from corn.

Their strategy for the “Roots Remastered” campaign was to engage Ontario's corn farmers on a cultural and emotional level by tapping into their deep-rooted love for country music. This approach allowed the brand to introduce an innovative concept: transforming the health of their corn into music, which showcased the effectiveness of Bayer's SmartStax PRO in a uniquely engaging way.

To achieve this, the brand first captured the electrical biorhythms from healthy corn roots protected by SmartStax PRO and converted them into raw musical notes. Collaborating with musicians, audio engineers, and singer-songwriters, they transformed these notes into a six-track country music concept album.

The album's lyrics, inspired by the fields and specifically designed to resonate with the cultural and emotional values of Ontario's corn farmers, reflected their agricultural experience and the impact of SmartStax PRO.

Launched with a live event, supported by a targeted media campaign, and made available on major streaming platforms, the brand not only highlighted Bayer's innovation but also built a strong emotional connection with the farming community by aligning with their daily lives and cultural values.

The campaign strategically utilized a blend of traditional and digital media to maximize reach and engagement with Ontario’s corn farmers. Launching “Roots Remastered” at Canada’s Outdoor Farm Show in Woodstock, Ontario – a prime venue frequented by the brand’s niche audience – they capitalized on the high-attendance event to introduce the album, engaging a captivated audience of 36,000 attendees.

The brand’s communications emphasized the innovative nature of SmartStax PRO, transforming its complex benefits into a tangible, auditory experience through country music, thereby reinforcing Bayer’s leadership in agricultural innovation.

Digital audio and local radio spots, popular among the farming community, along with agrimarketing publications and targeted digital ads, ensured that “Roots Remastered” saw over 1.7 million targeted impressions, covering the entire adult rural population of Ontario. This comprehensive reach led to significant engagement, evidenced by more than 500 direct interactions at the show and over 4,000 listens on major music platforms.

The campaign's effectiveness was highlighted by a 20% surge in demand for SmartStax PRO, doubling the brand’s initial target, and a projected 4% increase in market share for 2024. These outcomes not only underscore the campaign’s impact on Bayer’s business but also set a new benchmark for innovative B2B engagement in the agricultural sector.

While Ontario corn farmers might not have been able to see the brand’s healthy roots, they definitely
heard them.

Credits

McCann Canada
Executive Creative Director: Brian Allen
Senior Art Director: Olivia Hashka
Senior Copywriter: Jon Dick
Chief Creative Officer: Josh Stein
Chief Strategy Officer: AJ Jones
President: Ryan Timms
Vice President, Director of Strategy: Russ Rickey
Strategist: Chrissy Ronalds
Designer: Ana-Maria Triana
Designer: Rodrigo Martins
VP, Director of Client Service: Ben Archer
Group Account Director: Alanna Turney
Account Supervisor: Lauren Bucci
Account Executive: Cole Bottomley
SVP, Director of Production: Stef Fabich
Producer: Deanna Krueger
Senior Digital Media Strategist: Michael Hwang
Media Administrative Assistant: Fergus Chan
Senior Community Manager: Emma Greaves

Brand: Bayer Crop Science
Brand and Advertising Manager – Traits: Corri Grozelle
Traits and Licensing Campaign Manager: Bryan Bryson
Marketing Communications Manager: Lauren Davis

Audio: Grayson Music Group
Music & Sound Directors: Mark Domitric & Lowell Sostomi
Sound Engineer & Foley Artist: Vlad Nikolic
Audio Executive Producer: Kelly McCluskey

Composers/Vocalists:
1. Can't Uproot Me – Jeff Milutonivic (Composer) & Lowell Sostomi (Singer)
2. When the Day Is Done – Mark Domitric (Composer & Singer)
3. Long Dirt Road – Lowell Sostomi (Composer & Singer)
4. My Own Road – Andrew Austin (Composer & Singer)
5. Planting Seed in the Sun – Gavin Gardiner (Composer & Singer)
6. Love Grows High – Chiara Young (Composer & Singer)

Production: Craft
Head of Content/Director: Travis Wood
Editor: Marissa Bergougnou
Proofreader: Beverly Furer

PR: Weber Shandwick
Vice President, Client Experience: Jackie Power
Manager, Client Experience: Leslie Sim
Associate, Integrated Media: Kayne Alleyne-Adams