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Advion
Strategic campaign development and global creative rollout to help position Advion as a market leader.
Advion is a professional pest control product range from Syngenta, used to control ants and cockroaches in commercial and residential environments. Following the removal of an approval of a competitor product from the market, Syngenta had an opportunity to strengthen Advion’s position. We developed a campaign concept and supporting marketing materials that helped Syngenta establish Advion as a key player in the global professional pest control market.
What opportunity did Syngenta need Advion to capitalise on?
A dominant competitor product had been removed from the market, creating a significant opportunity for Syngenta to strengthen Advion’s position with professional pest control businesses. The challenge was to turn that commercial opportunity into a clear, memorable campaign that could explain how Advion works, differentiate the product and support sales activity across Europe and wider international markets.
How did we create the Advion campaign?
We developed the campaign from the strategy and messaging framework through to the creative concept, copy and full suite of campaign assets. At the centre was ‘Meet your new employee’, a storytelling idea built around the way the product works. The ant or cockroach becomes the ‘employee’, carrying the active ingredient back to the nest and helping spread it through the colony. We brought the idea to life across advertising, video, social media, brochures, presentation materials and exhibition giveaways, including highly distinctive latex ant and cockroach masks for use at exhibitions. We also created sales presentation tools and adaptable assets so Syngenta’s regional teams could tailor the campaign for local markets while staying within global brand guidelines.
What did the Advion campaign achieve?
The campaign gave Syngenta an impactful yet flexible platform for communicating Advion to pest control professionals around the world. The product has performed strongly since launch, while the campaign itself received a MarComms award for [AWARD CATEGORY TO CONFIRM]. Its creative has also continued to travel internationally, with three sets of the ant and cockroach masks now being used at exhibitions across multiple regions, demonstrating the campaign’s longevity and adaptability beyond its original launch.
