Bayer CropScience have won the prestigious Australian Marketing Institute Awards for its recent launch of seed treatment EverGol® Prime, with a campaign created by Redhanded Communications Group.
Bayer pipped other finalists Heinz, Dulux, HP and 3M to win the Consumer Insight Category Award last month.
James Catherall, Bayer Product Manager, Broadacre who accepted the award, said the result was a fantastic acknowledgement for a great team effort.
“Many people were involved in delivering this successful campaign, most notably Rachel Audige, Stuart McLaverty and our Creative Partner Redhanded Communications Group.
“Great marketing begins with an in-depth understanding of customer motivations, emotions and creative territories. Together with Redhanded, the Bayer team utilised a strong insight, ‘that growers are proud people and sensitive about poor, patchy crops’, to launch a campaign that not only cut through, but importantly drove sales,” said James.
The annual Australian Marketing Institute Awards for Marketing Excellence are presented to those organisations and marketers who have achieved extraordinary success from innovative and effective marketing practices, having regard to the particular circumstances of different industries, budgets and the diversity of marketing programs.
This years awards featured more than 140 finalists and thousands of entries.
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“We always put the customer at the heart of what we do and listen to them. This award recognises the effort our teams put in upfront to develop the product, and then to deliver an engaging campaign that highlighted a problem and branded the solution”