By watching a Bayer Advanced “How-To” video, you’ll quickly learn how to get the lawn and garden of your dreams.
Produced by Contrast Creative, the videos include tips from the industry’s leading experts on how to keep any lawn or garden looking its best, while instructing consumers on how to properly use a variety of the newest and most popular Bayer Advanced products. Bayer Advanced is a subsidiary of Bayer CropScience, which is one of the world’s leading innovative crop science companies in the areas of crop protection, non-agricultural pest control, seeds and traits.
In addition to being a resource for customers, these videos also help increase web traffic on their site and further Bayer Advanced’s brand awareness among the public. In a report from the Pew Internet & American Life Project by Kathleen Moore, 71% of Americans are incorporating video as part of their internet experience and are using sites such as YouTube and Vimeo as resources in their everyday life. By having there videos readily available on their own site, Bayer Advanced is securing their reputation as a leader in crop science.
When assigned the project, the Contrast team was lacking a staff member with a proven green thumb, so Associate Producer Laura Riddle began vigorously researching the most popular gardening and lawn care techniques. Working closely with experts, such as Lance Walheim, author of “Roses for Dummies” and “Lawn Care for Dummies,” the team developed content that could be easily understood by even an amateur gardener.
“Instruction manuals and labels are often confusing,” says Contrast Creative President Tim Travitz. “These videos speak directly to the consumer in a language they understand and demonstrate proper techniques so that any lawn or garden reaches its full potential.”
The team focused on nine Bayer Advanced products that come in a variety of up to four formulations. “Product knowledge was a necessity on set,” says Riddle, “We were required to oversee the proper use of each formula from scene to scene.”
While flowers were in full bloom during production, vegetable gardens were not. Undeterred, a Contrast team member made a quick trip to the local farmer’s market to find a mixture of mature greenhouse vegetables. With ripe tomatoes, peppers and leafy greens in tow, the crew relied on set dressing ingenuity to stage the produce into the existing vegetable garden.
The videos are posted on the Bayer Advanced website, www.bayeradvanced.com. “We may not have been lawn and garden experts going into this production, but now we can carry on a semi-intelligent conversation about Complete Insect Killer for Soil and Turf or Natria Insect Disease and Mite Control. Just ask us!” says Travitz.