‘Here For You’ Helps the NFU Hear Farmers’ Voices
As an agency, our clients typically ask us to plan campaigns that target those located in urban areas; the densely populated city areas helping to ensure high frequency and reach.
What do you do when you need to specifically reach audiences located in rural areas of the UK, however? That was the problem faced by the National Farmers Union Cymru, whose audience comprised a farming community located in more sparsely populated, countryside regions.
A challenging brief that sought to drive new membership, increase awareness and strengthen the emotional bond with existing members, S3 planned media that corresponded with the geographical locations and lifestyles of farmers.
By researching the habits of our target audience, we profiled and designed integrated media solutions that would impact farmers at an intimate level.
To help NFU Cymru strengthen its bond with existing members, our emotive, farmer-focused creative – TV, radio and press – played an integral part in the campaign.
Using real farmers in authentic situations, we devised an emotive strapline (The NFU. We’re here for you.), resulting in creative that reassured them they were the ultimate focus.
Creative that has, ultimately, helped NFU Cymru connect with the farming community and maintain its strong membership.
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