2021 Winner
BronzeBest in Audio
Sollio Agriculture
"6 Degrees Below The Horizon"
Jungle Media
"6 Degrees Below The Horizon"
Jungle Media
Sollio Agriculture is a modern network of expertise and technology, providing support to producers to help maximize agricultural performance.
In March of 2019, they launched in Quebec. Being new to the market, they needed to establish credibility and build trust amongst local producers and agricultural consultants as experts in the field.
Target research made it clear that discretionary time available to agricultural producers is very limited. They had to reach producers where they were already engaged and had low barriers to conversation. Focusing on audio channels would allow for a longer message and extended attention, as they can continue their activities at the same time.
Both the consultants and the producers rise before the sun, so Sollio Agriculture launched: “6 Degrees Below The Horizon”, the first agricultural podcast, broadcasted as the rooster crows.
To promote this new podcast online, a whole new radio format was developed from scratch: the Sponsorship of Dawn. The very first of its kind.
Between 5am and 7am, 10-second spots aired featuring Sollio Agriculture as the Sponsor of Dawn, promoting the very first agricultural podcast with new episodes every sunrise. But they also stayed nimble. To demonstrate Sollio’s understanding & expertise, they adapted to the producer’s reality: while producers were experiencing an exceptional period of early frost, they added commercials at night to provide support to the producers during this critical harvesting period.
Coverage of the agricultural market was ensured with a surgical radio buy, weighted according to the concentration of producers in each region. From East to West, this new format was negotiated, developed, and realized with various radio groups in Quebec: Bell Media, Cogeco and MPV.
Utility media such as weather and local news websites were also used to reach the agricultural producers at dawn. To maximize impact, a high share of impressions was bought to dominate the morning, capturing the attention of the agricultural producers to invite them to listen to Sollio’s podcasts while working. These digital placements drove to the Sollio Agriculture website, where the whole series was available to listen on demand.
Finally, they identified two markets with the highest agricultural concentration, and developed a full radio interview with the president of Sollio Agriculture, exploring in more detail the issues that agricultural producers are facing and positioning the Sollio consultants as the solution.
By creating the very first podcasts on agriculture in Quebec, they adapted their communications to agricultural producers’ reality by offering them an audio channel that allowed them to consume enriching content while continuing their work. Coupled with the Sponsorship of Dawn, a new radio format developed exclusively for this campaign, it helped to highlight the understanding and support of Sollio consultants, showing that they are in it together with producers.
Promoting podcasts on the radio was a considerable challenge, since it was promoting an alternative audio channel. Negotiation skills were put to the test to convince each of the stations to authorize the broadcast of their message.
Dominating the specific agricultural news environments between 5 a.m. and 7 a.m. diversified their points of contact, in effect ‘taking over’ the dawn.
Thanks to their hyper-targeted audio campaign, the new image of Sollio Agriculture took root, with website traffic increasing by + 90% during the campaign (vs the previous period). The radio interviews with the President of Sollio Agriculture also increased traffic. Within 48 hours after broadcast, website traffic was up to 6x higher! Their network expertise clearly provided value, as over 2,000 podcast downloads were made and the average completion rate was 81%!
In March of 2019, they launched in Quebec. Being new to the market, they needed to establish credibility and build trust amongst local producers and agricultural consultants as experts in the field.
Target research made it clear that discretionary time available to agricultural producers is very limited. They had to reach producers where they were already engaged and had low barriers to conversation. Focusing on audio channels would allow for a longer message and extended attention, as they can continue their activities at the same time.
Both the consultants and the producers rise before the sun, so Sollio Agriculture launched: “6 Degrees Below The Horizon”, the first agricultural podcast, broadcasted as the rooster crows.
To promote this new podcast online, a whole new radio format was developed from scratch: the Sponsorship of Dawn. The very first of its kind.
Between 5am and 7am, 10-second spots aired featuring Sollio Agriculture as the Sponsor of Dawn, promoting the very first agricultural podcast with new episodes every sunrise. But they also stayed nimble. To demonstrate Sollio’s understanding & expertise, they adapted to the producer’s reality: while producers were experiencing an exceptional period of early frost, they added commercials at night to provide support to the producers during this critical harvesting period.
Coverage of the agricultural market was ensured with a surgical radio buy, weighted according to the concentration of producers in each region. From East to West, this new format was negotiated, developed, and realized with various radio groups in Quebec: Bell Media, Cogeco and MPV.
Utility media such as weather and local news websites were also used to reach the agricultural producers at dawn. To maximize impact, a high share of impressions was bought to dominate the morning, capturing the attention of the agricultural producers to invite them to listen to Sollio’s podcasts while working. These digital placements drove to the Sollio Agriculture website, where the whole series was available to listen on demand.
Finally, they identified two markets with the highest agricultural concentration, and developed a full radio interview with the president of Sollio Agriculture, exploring in more detail the issues that agricultural producers are facing and positioning the Sollio consultants as the solution.
By creating the very first podcasts on agriculture in Quebec, they adapted their communications to agricultural producers’ reality by offering them an audio channel that allowed them to consume enriching content while continuing their work. Coupled with the Sponsorship of Dawn, a new radio format developed exclusively for this campaign, it helped to highlight the understanding and support of Sollio consultants, showing that they are in it together with producers.
Promoting podcasts on the radio was a considerable challenge, since it was promoting an alternative audio channel. Negotiation skills were put to the test to convince each of the stations to authorize the broadcast of their message.
Dominating the specific agricultural news environments between 5 a.m. and 7 a.m. diversified their points of contact, in effect ‘taking over’ the dawn.
Thanks to their hyper-targeted audio campaign, the new image of Sollio Agriculture took root, with website traffic increasing by + 90% during the campaign (vs the previous period). The radio interviews with the President of Sollio Agriculture also increased traffic. Within 48 hours after broadcast, website traffic was up to 6x higher! Their network expertise clearly provided value, as over 2,000 podcast downloads were made and the average completion rate was 81%!
Credits
Julie Laplante, planning supervisor, Jungle MediaAlexandra Lafond, planning director, Jungle Media
Laurie Marchand, digital media supervisor, Jungle Media
Joanie Charest, planner, Jungle media
Mylène Bellefeuille, media buyer, Jungle media
Chantal Gobeil, creative director, K72
Caroline Lavado, account executive, K72
Marie-Claude Julien, marketing director, Sollio Agriculture
Claudia Gemme, marketing manager, Sollio Agriculture