SustaiN by Ballance is an innovative nitrogen fertiliser that reduces ammonia volatilisation losses due to its unique Agrotain coating. As a result more nutrients remain in the soil providing improved availability for pasture uptake. SustaiN is not reliant on rainfall to be effective, giving farmers more flexibility in when they can apply it. They no-longer have to co-ordinate application with optimum weather conditions and can spread it whenever they want.

The campaign objectives were to increase brand awareness and market penetration in order to acquire new customers and grow existing customer use. Our creative strategy focused on highlighting tangible benefits in the form of potential net cash increases based on using SustaiN compared to traditional urea. Any farmer can work out their potential SustaiN Gains by entering their farm data into the on-line SustaiN calculator.

CAMPAIGN EXECUTION: Press, radio and digital advertising, interactive micro site, printed brochures and posters.