Event activations to boost a new brand’s profile.
Sponsoring an award, running an event, and participating in exhibitions can be terrific ways to get a new brand in front of target audiences. For these types of activations, it’s important to have clear goals and a thorough plan to ensure you’re crafting the narrative and managing the way customers connect with the brand.
Product Goals / Challenges
The Australian Farmer of the Year Awards are amongst the most coveted honours in the nation’s rural sector. The awards are presented at Australian Parliament House and celebrate the outstanding achievements of those individuals and families making a significant contribution to Australian agriculture.
In 2019, Corteva Agriscience sponsored two key award categories – the Rural Consultant of the Year and the inaugural Award for Excellence in Agricultural Research.
Their sponsorship was a crucial brand positioning activation as the Corteva Agriscience™ brand had just officially launched, following the merger of Dow AgroSciences, DuPont Crop Protection and Pioneer Hi-Bred.
Freckle was appointed by Corteva to manage all aspects of the award sponsorship. Our remit was to deliver a marketing and PR strategy to maximise the considerable opportunities for brand visibility and recognition provided by sponsoring the awards.
Our Approach / Solution
We devised a three-phase marketing and PR plan to leverage the awards to build Corteva’s profile, create meaningful connections, and generate positive publicity to reach Corteva’s target audiences across the country.
Phase 1 activity concentrated on pre-promotion and the call out for nominations. The award finalists were revealed and profiled in Phase 2. Phase 3 delivered the event activation at Parliament House and publicised the announcement of the two winners of the Corteva-sponsored awards.
Stakeholder management and media liaison, as well as content and collateral creation, were key components across all stages.
Strategy and Planning
Creative Direction
Public Relations
Social Media
Partnership Management
Marketing and Promotional Collateral
Campaign Elements:
The Result:
The marketing and PR plan that supported Corteva’s sponsorship of two Australian Farmer of the Year Award categories produced excellent outcomes. Positive media coverage got the target markets talking about Corteva Agriscience. Constructive involvement at the award ceremony fostered goodwill and credibility within the sector. Live social media coverage from Parliament House delivered sharable content including vox pops and interviews with Corteva representatives, award winners and industry stakeholders. Strong connections with key agriculture stakeholders were created, helping to nurture long-term advocates for the new brand.