AR37.
The AR37 website was developed by Hot Mustard Interactive to provide detailed information to support a major integrated advertising campaign which incorporated TV, print, a brochure and PR.
Traditional advertising media is limited by time and space constraints, which makes it difficult for a company or business to show all the evidence that backs up their statements or claims.
The AR37 endophyte, developed by AgResearch Grasslands and commercial partners, is used for better pasture persistence and productivity. The aim of this campaign was to raise the profile of AR37 in the agricultural sector and create strong brand awareness, so that farmers could learn more about the benefits and understand the difference AR37 could make to their farm.
In order to stand out from their competitors, AR37 needed to show factual evidence and results to prove they are the best in the market. And their website is the perfect media for doing just that. Users can quickly and easily access regional trial results, articles and information on renewing pasture. This backs up the claims made in the rest of the advertising campaign, providing retail merchants and farmers with solid reasons to purchase this product.