WMG – Professional Blog

“Nitrogen’s Turning Point” is an outdoor billboard ad by Pivot Bio promoting its nitrogen product to farmers and other crop growers. The billboard features a large canvas with the ad, and large corn leaves protrude from the top. In front of the billboard post, an extension of the ad features a large corn stalk and additional leaves, making it appear as if a huge corn plant, as tall as the billboard itself, is growing straight out of the ground. The technique used to evoke an emotional response is humor and novelty. It’s not very often you see a massive corn plant growing out of a field.

The objective of the ad campaign is to get more people working in the agriculture industry to buy the Pivot Bio nitrogen product. The target market for the ad is crop farmers and growers looking to increase their field yields. The action the ad wants the audience to take is to buy the nitrogen product and use it on their fields and crops. The value proposition of the ad is on the billboard, and informs viewers that by using the Pivot Bio nitrogen product, crop farmers can make their fields “More Productive, and More Predictable.”