Be performance ready
Media Mix Strategy
Virbac Animal Health had done the hard work, running field trials and working closely with vets to prove the benefits of the trace element injection MULTIMIN®, a relatively new category of dairy treatment in New Zealand. With the ground work in place, we were tasked with developing customer awareness and enquiry to vets.
Our Performance Ready concept was developed for TV, print, radio and digital – it even included getting a calf to sing! Our creative direction built on the styling of ‘performance’ usually associated with pop stars and top athletes, while executions were all about standing out from the category to grab attention and ensure the budget was maximised.
Launching in June 2019, the campaign saw MULTIMIN® ’s budget target exceeded by over 200% in the same month, and feedback from vets and the Virbac sales team has been fantastic.
"Approaching KingSt was a no-brainer, especially after seeing their repertoire of work in the agricultural scene. We wanted an agency that thought big, but didn't treat us as just a number - and that's exactly what we got. Every single member of their team was easy to deal with, they understood our market and from start to finish they handled every aspect of the campaign with vigour and professionalism."