Bucharest - Saatchi & Saatchi X, a member of the Centrade Saatchi & Saatchi group, organized a series of 10 workshops for BASF as part of the Agroconnect project.
Following popular wisdom which says that a good farmer starts preparing the field for the summer crop in the winter, over 2,000 Romanians participated in the Agroconnect events series. If during summer they need to work for profit, during winter they can train so that the following summer they increase their profit.
"For us, the project was very interesting from many perspectives. On one side, we had to understand the very interesting profile of the target group: who are they, how do they think, what do they usually do, what do they react to etc. On the other side, the project raised a communication challenge: we had to come up with engagement ideas that could help farmers to understand a very technical content of the presentations. All these were done having in mind the BASF equity: innovation, technology, fascination," said Mona Opran, Managing Director, Saatchi & Saatchi X.
The Agroconnect idea was to bring together Romanian farmers and global innovation through BASF. At the same time, the project aimed at creating a dialogue environment that allows experience sharing. The main advantage of consumer engagement events is that the consumer has the chance of expressing himself, being able to contribute to the meeting agenda. Thus the communication becomes more relevant and credible.