I know most of us reading – marketers, public relations experts, communication managers – started 2020 with major campaign plans that were sidelined by the lockdown. It was the same for our marketing team at Rivulis (you may not have heard of us, but we’re one of the main irrigation companies in the world) … except for the fact that this year we took a risk on planning our first fully emotive advertisement. A pioneer-of-its kind for the irrigation industry. Instead of simply promoting a product, we wanted to connect with our audience and customers, primarily farmers, in a way we never had before. Emotive pieces are a risk at the best of times – when borders are open, talent is readily available and crew members can be hand-picked locally. But how do you hit all the same targets during an unprecedented public health pandemic lockdown?It can be done.
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