GAME CONSTRUCTION
GAME OVER
Turning wireworms into the enemy farmers could finally defeat.
THE CHALLENGE
Wireworms can destroy 5% to 25% of a crop, but farmers had no way to eliminate them. Then BASF developed Teraxxa. The catch: after regulatory delays cost four months of the selling season, we had just 3.5 months to launch it and sell it.
THE IDEA
Teraxxa could do something no treatment had done before: kill wireworms. A claim that sounded almost unbelievable. So we took the product demo into an equally unbelievable world and turned it into a hands-on game, giving farmers the satisfaction of wiping wireworms out before they ever hit the field.
THE IMPACT
Teraxxa became the most successful product launch in BASF history, selling out just one month after launch. Retail sales grew $8.5MM, the brand captured 7% market share, and field trials have shown an 80% to 90% reduction in wireworm populations.
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