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Peath GmbH, a Germany-based company, has developed a mobile app that’s the world’s most downloaded app for farmers. Millions of users rely on Plantix to identify diseases and nutritional deficiencies in their crops. For the first time, they can get an accurate diagnosis. Plus, we offer detailed advice on preventing crop loss and minimizing pesticide and fertilizer use. With Plantix, we’re making a real difference in the lives of farmers.
They were looking for an agency specializing in rural marketing for India and shared a brief with us in which we have to formulate a strategy to increase the number of application downloads with the help of on-ground execution with well-defined objectives.
The campaign was meant to target smallholder farmers in India who own smartphones. Our goal is to attract new farmers to use the Plantix app in select regions. A farmer is considered an active user if they (a) download the app and (b) use our core feature, “Health Check,” to identify a real issue with their crops.
The campaign targeted the following states and districts:
The target audience for the campaign consisted of smallholder farmers in mentioned campaign locations, who own smartphones.
Plantix Mobile Kheti is coined as a communication drive to educate farmers about this revolutionary platform and make them the beneficiaries of its outcomes.
Here Mobile Kheti could draw the attention of farmers, which is an unheard term and can add curiosity.
Engagement Game:
Match the right columns, and the bulb will flash with every right answer.
Winner farmers will be given away freebies.
Bioscope- audio-visual experience:
Mela Engagement tool
Highly engaging tool where people curiously watch video stories.
Rural people have used this in their childhood, which they connect very easily with.
Reached
Activations
Coverage
App Downloads
The campaign successfully engaged the target audience and led to app downloads, meeting the goal of encouraging farmers to use it regularly.
We at Ascent have been in the strategic brand & marketing consulting business for more than 20 years, working with reputed brands right from MNC to national and regional ones catering to multiple product categories like Agri input, Agriculture, Automobile, Consumer Durable, FMCG, Financial, Health, Industrial among the major ones.