MSD ALLFLEX® SENSEHUB
Campaign Development
Media Strategy
Design Evolution
With growing interest in on-farm data sourcing, insights and efficiency, Allflex® - who have been making Cow Collars for over 20 years - were looking to not only maximise market opportunity, but also needed to bring customers through a brand transition to SenseHub® Dairy, the new global brand overarching the monitoring and automation products for MSD Animal Health.
GOAL
Launch the new brand while retaining as much of the tried and trusted NZ brand equity of the Allflex® brand.
Strengthen their position as the ‘Toyota’ of the sector - popular for usability and reliability (the sensible choice).
Maximise interest and drive sales.
STRATEGY
While farmers run big businesses, they also operate on instinct a lot of the time. We wanted to leverage the ‘extra sense’ you are gaining through monitoring, not diminish the value of their own farming knowledge and instincts. The repetitious use of ‘sense’ is designed to create recall with the new brand, while real, on farm NZ filming remains true to Allflex® roots. We took a market leading position, launching the campaign with the production of TVC/Digital video commercial “It just makes sense” and creating a visual transition design system to apply across static implementations.
RESULTS
200,000 collars sold year to date!