In the second year of our campaign for the new product, TriVolt, we embarked on a fresh approach. Unlike the previous year, where we showcased real-time field performance, this time we decided to let the growers themselves share their experiences directly. No intermediaries, just grower-to-grower conversations. In an era dominated by chatbots and artificial intelligence, we aimed to highlight an authentic human connection.

Our journey began with enhancing the existing WordPress website. We introduced campaign messaging, setting the stage for what was to come. But the real magic happened during the live event week. Here’s how it unfolded:

1. Phone-In System: We developed a custom system that allowed users to call in. Once connected, the system worked its magic. It identified the caller’s region and seamlessly linked them with a local grower—someone who understood the nuances of their specific area.

2. Matching Growers: Using an online voice over IP platform, we ensured that each caller was paired with a grower from the nearest area code. Imagine the satisfaction of speaking to someone who knew the local soil, climate, and challenges intimately.

3. Redundancy and Efficiency: Our system was robust. If a grower was already on a call, we automatically reached out to another. Multiple growers were alerted simultaneously, ensuring prompt responses. And in case no local grower was available, we had a fallback plan—a national grower would step in.

4. Fallback Grace: Fortunately, our logs revealed that the fallback system was rarely needed. But just in case, we had a recorded message ready, politely informing callers that no growers were available at that moment.

Live events are always the most stressful, but also some of the most fun.

Update! We won multiple awards for this project and campaign including in Adweek’s B2B Campaign of the Year!