Recently my colleagues and I have completed a new campaign for Bayer; EverGol Xtend – Don’t Let them go Hungry.

Evergol Xtend is a seed treatment that protects pasture from soil fungal diseases such as rhizoctonia and fusarium. These diseases have been known to reduce crop yields by 50% (Wallmark 2000) costing 77 million in lost production (Roget 2006).

We needed to inform farmers that Bayer has a solution to this problem. How do we do this?

By far the most fruitful is putting in the hard yards at the beginning by devising an elastic campaign concept.

Campaigns that don’t have elasticity are what we call ‘one offs’. There’s nothing wrong with these if they’re done correctly. There’s been some fantastic one off concepts over the years.

However, without elasticity in these types of communications you do miss out on an opportunity to further build on a product or brand message.

A story that can be told many different ways and links back to the core thought is a good foundation to have.

For example; take the Lynx Effect campaign, or Axe Effect in some countries. Lynx have hammered this campaign thought for years. Not because they’re lazy marketers that can’t be bothered to devise a new strategy, totally the opposite.

They’ve discovered the fertile ground, which allows them to deliver their message many different ways over many years. This keeps them relevant and fresh in their audience’s eyes and helps to boost their brand presence and sales every time they launch a new piece of quality communication that ties back to that well thought out communication… The Lynx Effect.

Here’s one of my favourites from the campaign over the years.

In the new campaign we created for Bayer seen below, EverGol Xtend – Don’t Let them go Hungry, we see a sheep and a cow resorting to other sources of food as a result of not enough pasture for them to eat, due to EverGol Xtend not being used and rhizoctonia and fusarium taking over.

These visuals are all then wrapped up with the Evergol Xtend – Don’t let them go hungry campaign line. This gives us that elasticity in the idea to execute visuals such as these. We could go on forever.

In the radio spot we hear a famished dairy cow attempting to call a pizza store due to not having enough pasture to feed on. These are all ways of dramatising the problem to highlight the solution in a way that stands out from other products playing in the same area.

Have a go yourself; see what other ways you can come up with to dramatise our new Evergol Xtend – Don’t let them go hungry campaign.

An elastic idea is nothing new in marketing communications (commonly known as a campaignable idea). The trick is being able to do it well.