Syngenta Australia, a leading agri-business, has enlisted award-winning Sydney content marketing agency 3rdspace to create an integrated content campaign for their pest control division.
The campaign aims to refresh the conversation around B2B marketing within a niche audience, in this case, pest control business owners.
By hyper-targeting a digital campaign in a humorous, relatable tone, 3rdspace have aimed to communicate quality product information, business advice and opportunity for future business growth in a highly relatable way.
The campaign features a video following the efforts of down to earth pest controller, Bob, and his misguided attempts at advertising his business.
The social campaign extends to banner ads showing examples of his bad ad efforts, targeted specifically via Facebook.
A competition runs alongside the online content, creating an incentivised call to action by offering pest control businesses the chance to win a $15,000 mega marketing prize.
Social influencer (former Survivor competitor now plumber/builder) Aimee Stanton is set to be the brand’s ambassador, promoting the competition across social networks and providing a relatable connection to the trade audience.
Stanton will also be a long term partner involved in an online video content series, providing useful business advice on the Syngenta platform.
Syngenta business manager-consumer of Lawn & Garden Australiasia said: “At Syngenta, we’re committed to helping pest controllers safely and sustainably do business.
“Research showed us that most operations relied upon a small customer base and that as an industry, everyone tends to do similar things when it comes to building their reputations.
“Working with 3rdspace, we wanted to help pest controller businesses realise how they could differentiate and grow their businesses in a tone that is entertaining and down to earth.
“3rdspace have done a great job translating our vision in a fun, creative way.
“They’ve come up with a great solution to push the message out in various ways to ensure the value of marketing isn’t lost within the pest control industry”.
3rdspace’s Chris Austin said: “It’s challenging for small business divisions when they have such practical requirements of their day jobs, to find the time to market their business.
“We have created content that will grab their attention.
“The splash of humour through all of the content along with the marketing prize has sparked a fresh conversation within an industry that’s previously been neglected.
“As engagement builds the content aims to inspire, involve and spark action”.
Check out the campaign and watch the video on Facebook.
Founder & Head of Content: Rob Logan
Creative Director: Paul Tilley
Head of Business: Chris Austin
Director: Gary Eck
Editor & Grade: Nicole Hadjimichael
The world of work is changing thanks to the advent of generative AI and the new tech is helping workers perform their jobs faster and better. At the same time, however, staff have never been so stretched with mundane tasks. This fact is something that Microsoft, in particular, is aware of with a recent study […]
Time magazine has named Taylor Swift as their Person of the Year for 2023. The 33-year-old singing phenomenon was called a “source of light” in a “divided world” by the magazine’s editors. The accolade goes to the person that Time deems to “who most shaped the headlines over the previous 12 months, for better or […]
Petbarn and Greencross Vets have partnered with Howatson+Company to launch PetWatch, a digital tool that uses live data to make parasite threats across the nation visible for the very first time. In Australia, up to 100,000 pets every year are affected by paralysis ticks, while thousands more suffer from other deadly parasites like heartworm and […]
Following a period of rapid growth, independent Icon Agency has announced the appointment of Michael Knox (lead image) as executive creative director as part of its ongoing commitment to creativity and refreshed brand positioning. In this newly created position, Knox will oversee the creative output across the whole agency. Icon’s group managing director, Joanne Painter, […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]
The ACCC has provided an update on the next steps in its ongoing work to scrutinise misleading online reviews and influencer endorsements. Two short reports, outline details of the findings of the ACCC’s recent internet sweeps of social media influencers and online reviews. “The next steps in our continuing scrutiny of these important parts of […]
Havas Media Network has promoted Alastair Baker (lead image) to national head of planning, a newly created role. Baker was previously Head of Strategy at Havas Media Network Melbourne, where he championed the development of innovative work that drove client growth. In his new role, Baker’s remit is to provide solutions to marketers who need […]
Global creative agency Amplify is capping off a successful year with the creation of three new senior roles in their Australian team. Lead Image: L-R – Paige Lewis, Karina Munoz and Claire Hewitt The agency has doubled in size over the last year and continues to grow, appointing more senior leadership to guide the agency’s […]
GQ Australia has celebrated the 15th GQ Men of the Year Awards in association with BOSS. Fifteen awards were presented last night at a black-tie event at Bondi Pavilion ahead of the special GQ Men of the Year collector’s edition magazine being released exclusively inside The Australian on Friday December 8. The GQ Men of […]
Last night, Sydney’s Hordern Pavilion played host to the 2023 TikTok Awards in front of 1,500 celebrities, VIPs and creators. Ten awards were handed out at the event hosted by television presenter and former AFL player Tony Armstrong, media personality Abbie Chatfield and last year’s Creator of the Year, Kat Clark. The top title of […]
The intersection of sustainability and attention in advertising is crucial, says PubMatic’s regional director ANZ, James Young. Eliminating ads that fail to capture consumers’ attention not only reduces wasted spending but also minimises unnecessary emissions arising from those ineffective impressions. Let’s explore some strategies advertisers can adopt to enhance digital advertising for both attention and […]
Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]
Yahoo Advertising has launched Yahoo Blueprint, a central AI suite that powers performance-based solutions within the Yahoo DSP. Fuelled by over 335 million logged in Yahoo users globally, Yahoo Blueprint enhances decisioning, makes AI more accessible, and serves as a results-driven guide throughout the campaign lifecycle to deliver better outcomes for advertisers. This new AI […]
Publicis Sapient, a digital business transformation company, today announced the launch of a new joint venture with Tquila called PS Hummingbird. Lead image: Nigel Vaz CEO of Publicis Sapient The partnership with Tquila, with whom Publicis Sapient has collaborated on several other ventures, will extend Publicis Sapient’s generative AI offerings powered by Microsoft Azure, Microsoft […]