GAME CONSTRUCTION
GAME OVER
Turning crop-killing wireworms into something farmers could finally beat.
THE OPPORTUNITY
Wireworms can destroy up to 25% of a crop, and farmers had basically one option: hope for the best. Then BASF developed Teraxxa, the first treatment that could actually kill them. Tiny problem: regulatory delays had already eaten four months of the selling season.
THE IDEA
When your product finally kills the enemy, a brochure feels a little anticlimactic. So we built an 8-bit video game and let farmers take out wireworms themselves before Teraxxa did it for real in the field.
THE IMPACT
Game over, indeed. Teraxxa became the most successful product launch in BASF history, sold out just one month after launch, added $8.5MM in retail sales, and captured 7% market share.
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