Case Study: Miravis Neo Surge

35% Above Impression Goal

for digital display
51% Above Video View Goal

for pre-roll
81% Above Click Goal

for paid social

OUR CLIENT

Miravis® Neo is a leading fungicide from Syngenta Crop Protection, recognized by growers and retailers for its proven disease control and plant-health benefits. In early 2025, the brand faced an unexpected challenge when a major competitor significantly reduced pricing just weeks before growers finalized fungicide purchasing decisions.

Purchase decisions are rarely made by growers alone. Retailers, crop advisors and sales teams all play an influential role. Protecting the market position of Miravis Neo would require reaching and motivating the entire decision-making ecosystem.

The Challenge

The threat wasn't simply a lower-priced competitor — it was the risk of shifting the conversation from performance to price.
Syngenta needed to protect the premium position of Miravis Neo, reinforce retailer confidence and equip its sales team with compelling proof points during a narrow and highly important buying window. Success would require influencing growers, retailers and sales representatives simultaneously while responding quickly to an unexpected market disruption.

This wasn't simply a marketing challenge. It was a business challenge with real sales implications.

GSBC developed Neo Surge, a quick-turn, fully integrated marketing communications campaign designed to shift the conversation back to what matters most: performance and value.

Rather than relying on a single tactic, we aligned every audience touchpoint around one objective — helping growers and influencers understand the value of investing in proven performance.

The program included elements such as:

High-Profile Activations at Key Grower Events

Built a prominent presence at Commodity Classic and Top Producer Summit through event branding, hospitality, digital billboards, targeted room drops and post-event follow-up designed to keep Miravis Neo visible with growers and channel partners during a critical purchase window

Targeted Offline & Online Paid Media Across Critical Geographies

Deployed a concentrated media mix across digital display, pre-roll video, print, radio, social, out-of-home and direct mail, with added emphasis in priority markets and among growers known to be considering competitive products

Retailer Engagement Initiatives, Sales Enablement Tools & Field Support Materials

Equipped retailers and the sales force with consistent messaging, competitive talk tracks, presentation materials, retailer communications and on-the-ground collateral to reinforce the campaign story and support purchase conversations in market

The Impact

In just eight weeks, Neo Surge delivered more than 17 million targeted impressions, exceeded engagement benchmarks across multiple channels, generated 276 high-value, qualified leads at Commodity Classic and helped keep Miravis Neo visible in priority markets during a critical decision-making period.

More importantly, the campaign helped shift conversations from price to performance, strengthened retailer confidence, energized the sales force and reinforced the value proposition of a premium brand under pressure.

The initiative generated enough momentum that Syngenta elected to continue using elements of the Neo Surge creative platform beyond the original activation period, extending the campaign's impact beyond its initial objectives.

Why It Matters

Agribusiness companies operate in markets shaped by seasonal buying cycles, multiple purchase influencers, and rapidly changing competitive dynamics. When market conditions change, communications cannot operate in silos.

Neo Surge demonstrates how GSBC combines deep agricultural expertise with exceptional prowess in integrated marketing communications, media strategy & activation, creative development and sales enablement to solve business challenges — not simply execute tactics. When competitive pressure threatened a premium brand, we helped our client respond quickly, align key audiences and turn a market threat into market momentum.

35% Above Impression Goal

51% Above Video View Goal

81% Above Click Goal