Syngenta Simodis Pre-Season Demand Generation
Brief
Drive pre-season demand for Syngenta Simodis by building awareness among farmers, encouraging early product trial, and positioning it as a high-ROI alternative to generic solutions. The initiative also needed to ensure consistent communication and messaging across Syngenta’s extensive field force.
Insight
Farmers are highly price-conscious and often make pest-control decisions only after visible crop damage occurs. In many cases, they opt for lower-cost generic products without fully understanding the long-term impact on crop health, yield, and profitability. To drive adoption, the conversation needed to shift from cost to return on investment, helping farmers see the value of acting early rather than reacting late.
Idea/Execution
We developed a comprehensive field activation and communication toolkit that empowered Syngenta’s frontline teams to deliver a consistent and compelling Simodis story across regions.
At the heart of the program was a simple, visual storytelling framework designed for easy farmer understanding. Complex product benefits were translated into clear, relatable narratives that highlighted the economic advantages of preventive pest management.
To strengthen decision-making, we created ROI calculators and comparison charts that demonstrated the difference between Simodis and generic alternatives, helping farmers quantify long-term gains rather than focusing solely on upfront costs.
The initiative was scaled through a unified toolkit for 500+ field staff, ensuring consistency in communication. Local-language training capsules and region-specific materials were developed and deployed across 10 regions, enabling teams to effectively engage farmers in culturally and linguistically relevant ways.
The result was a structured, insight-led demand generation program that aligned sales teams while building confidence and interest among farmers before the season began.
Impact
- Enabled 500+ field staff with a unified communication and engagement toolkit.
- Delivered localized training and product education across 10 regions.
- Strengthened pre-season awareness and consideration for Simodis among farmers
- Shifted product conversations from price comparison to ROI and yield improvement.
- Created a scalable framework for consistent farmer engagement and demand generation across markets.
What made it special
Rather than competing on price in a generic-heavy market, Syngenta reframed the conversation around value. By equipping field teams with simple storytelling tools and ROI-led conversations, Simodis was positioned not as a cost, but as an investment in better yields and long-term profitability.