Brief:Due to a lack of space, Commercial Trader’s application to attend the NAMPO Agricultural Trade Show was unsuccessful. Commercial Trader asked us to give them brand presence around the trade show in a way that would not create conflict with the organisers of the event. Creative Solution:The NAMPO Agricultural Trade Show is attended by over 35 000 farmers from all over South Africa, so we decided to target the Bed & Breakfasts surrounding the show.

Creative Execution:We place 100 welcome mats outside the B&B entrances and turned the mats into our media! Each mat had a section shaved out of it and a tractor strategically placed so that it looked like the tractor had harvested the mat. A copy of the Commercial Trader was left on the mat for the farmers to take home. Not only were we the first to welcome the farmers, but we also gave them a resource to find all the tractors and machinery they would encounter at the show, with the most competitive prices. Results:Not only was the Commercial Trader the first touch point the farmer’s experienced, but 35% of the mats that were sent out, yielded results in the form of contacts for Commercial Trader… impressive considering we weren’t after contact details and couldn’t get into Trade Show itself.

Not only was the Commercial Trader the first touch point the farmer’s experienced, but 35% of the mats that were sent out, yielded results in the form of contacts for Commercial Trader… impressive considering we weren’t after contact details and couldn’t get into Trade Show itself.