Adengo Extra Brand Activation — Kharif 2024
Launched the Adengo Extra pre-emergent herbicide for corn and cotton through targeted farmer education sessions across key growing districts in Punjab, building product awareness and driving dealer stocking ahead of the Kharif planting window.
The Challenge
What needed solving
Bayer needed to establish Adengo Extra as the preferred pre-emergent herbicide for the Kharif 2024 corn and cotton season. The product required educating farmers on application timing (pre-emergence vs post-emergence), correct dosage, and the benefits of early weed control — concepts unfamiliar to many smallholder farmers who traditionally apply herbicides after weed emergence.
Our Solution
How we delivered
INTERACT executed a targeted BTL activation campaign across priority corn and cotton districts. Each session combined product demonstrations, application timing education, and competitive comparison with generic alternatives. Field teams captured farmer feedback, dealer commitments, and purchase intent data in real-time, feeding into a live reporting dashboard shared with Bayer's regional marketing team.
Impact
Results Delivered
28
Farmer Sessions
980+
Farmers Reached
12
Districts Covered
85%
Purchase Intent
Highlights
Key Achievements
- 28 structured farmer education sessions across 12 cotton and corn growing districts
- Introduced pre-emergent application concept to smallholder farmers — a category-building effort
- 85% of attending farmers expressed definite or likely purchase intent for Adengo Extra
- Coordinated dealer stocking in advance of sessions to enable immediate purchase conversion
- GPS-verified session documentation with photo and attendance records
- Live dashboard reporting shared with Bayer regional marketing team
Related
Services Used
Experiential Marketing & Brand Activation
INTERACT Solutions designs and executes large-scale field activation campaigns, farmer education drives, dealer development programs, and consumer engagement events across Pakistan. With over a decade of experience managing 440+ campaigns for multinational brands, we deliver end-to-end activation services with real-time reporting and verified results.
View ServiceOutdoor Advertising & Brand Visibility
INTERACT Solutions provides end-to-end outdoor advertising services including hoarding structures, shop branding, billboard management, and brand visibility campaigns. We manage the full lifecycle from site selection and design to fabrication, installation, and maintenance across urban and rural Pakistan.
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