SenseSpray: launching smart spray tech in the feed

New agricultural technology has a specific launch problem: the buyers who would benefit most are the hardest to reach with anything that smells like an ad. SenseSpray needed to land with Australian farmers as something worth stopping the scroll for, not another product announcement.

The launch called for content native to where those farmers actually spend their screen time: short, vertical and straight to the point.

We built the launch around short vertical films that show the technology doing its job in the paddock, cut to make the value obvious inside the first seconds and formatted for the feed rather than adapted to it as an afterthought.

This was the first product launch we delivered for CNH Industrial, and the shape of it, real machinery, real conditions, social-first cuts, became the template for the launches that followed.

The launch films carried SenseSpray into CNH’s Australian channels and set the template for everything that followed: the Steiger 715 launch with its 750,000-view reel, the New Holland CR10 launch and the Case IH 25B all grew from the trust this project built.

Both launch cuts are above, exactly as they ran.