the next way to buy seed STARTS know
Launching Syngenta’s GHX experience, a new way for farmers to buy seed, began with an exploration of brand personality, positioning and target audience. This work uncovered a gap in the marketplace, identifying the opportunity for GHX to stand for knowledge in a product category where it’s nearly impossible to find a unique value proposition. The introductory campaign translated strategy into artistry to reflect the cutting-edge GHX brand.
Campaign Launch
Farmers, Meet GHX
GHX made its debut at Commodiy Classic, agriculture’s biggest trade show. Prior to the event, outdoor advertising encouraged attendees to find the “Find the X” that marked GHX’s spot at the show. Social posts drove the audience to a landing page highlighting the brand’s value proposition and mobile app. The GHX presence at Commodity Classic also included dynamic graphic takeovers in the convention center and elevator lobbies at nearby hotels. Post show, paid and organic social amplified the print campaign.
