Removing complexity for farmers
PESTIGARD / Zoetis
Previous campaigns were quite complex and laden with “technical lingo”. The idea was to simplify the information and remove complexity from the situation for the broader, less technical audience. Part of this was using the language that was familiar to the audience (the producers), e.g. calling the disease “pestivirus” or “pesti” instead of the more technical “industry jargon”.
The Pestigard campaign was highly salient, dominating advertising awareness measures during market research conducted post-campaign with cattle producers compared to other cattle vaccines and resulting in a significant increase in sales from the previous year.