Miravis Neo Surge
Rapid response campaign defends Miravis® Neo fungicide from a last-minute competitor price cut by reinforcing its proven performance and long-term ROI.
CLIENT: Syngenta US (Crop Protection)
PROJECT TYPE: Integrated advertising campaign, rapid response campaign, product marketing
SERVICES PROVIDED: Creative strategy, creative concepting, copy direction
Project Details
THE CHALLENGE:
Just eight weeks before peak purchase time, competing agrochemical company BASF slashed its prices on rival brand Veltyma®. In a down commodity market, where tight budgets push growers toward late, price-driven decisions, the move risked shifting Miravis Neo buyers to the cheaper option and undermining Neo’s value proposition. Syngenta needed to quickly restore confidence in Neo’s proven performance and equip its retailers and sales reps to defend the premium choice during a narrow final decision window.
THE IDEA:
Let’s turn a price war into a belief campaign. By reframing Miravis Neo as the proven, tried-and-true performer that’s still worth investing in, we shifted the conversation from simple upfront costs to what ultimately matters more for our farmer customers: yield, return on investment, and confidence.
THE EXECUTION:
We launched a coordinated eight-week surge across three fronts:
Integrated media blitz: Blanketing our priority Corn Belt markets with digital, paid social, preroll and connected TV video, streaming audio, print, OOH, email, and direct mail, our outreach efforts exceeded client expectations (4.8M+ impressions, 9K social clicks, 152K video views, and 473,875 OOH impressions).
Event domination: High-impact presence at Commodity Classic and Top Producer Summit, featuring sponsored receptions, experiential activations, room drops across four hotels, elevator wraps and floor decals, digital billboards, geo-targeted social media and post-show follow-ups (276 leads captured).
Sales force mobilization: A new high-impact homepage on web, sales decks, talk tracks, internal campaign branding, and webinars equipped reps and retailers to advocate for Neo (450+ retailers and 200+ growers reached; 200+ contacts captured).
THE IMPACT:
In just eight weeks, this rapid response campaign transformed a sudden pricing threat into a rallying moment. We rebuilt belief in the brand — across growers, retailers, and sales teams — and reinforced Miravis Neo as a premium fungicide worth sticking with when decisions mattered most. As such, Miravis Neo’s market share was protected, and resulting sales proved the campaign’s success.