Brandt Consolidated, leading suppliers of crop protection, crop nutrient and seed products, wanted to create awareness of Manni-Plex, its new plant nutrition supplement.
The tool: an attention-commanding ad featuring a NASCAR racecar and sight, sound and viewer interactivity, designed and built by Meister Interactive.
Using Flash animation and engine-revving audio, the creative built awareness that Manni-Plex is driving plant health. The ad’s animated racecar sequence also alludes to Brandt’s high-profile sponsorship of Justin Allgaier’s NASCAR Nationwide Tour championship quest.
The campaign has run in animated format on websites, and as static format in enewsletters and on non-Flash-supporting websites, in online media serving ag retailers and producers of fruits, vegetables and citrus. Over the course of five months in 2011 the campaign generated more than 300,000 impressions and nearly 1,000 clicks at a clickthrough rate of .3%, above industry average.