Genesis Energy - Mystery Creek Fieldays direct mail case study

How do you attract the attention of a cynical and preoccupied audience? Farmers are notoriously hard to impress and when they're taking precious time away from the farm to attend an agricultural exhibition, they're there to talk tractors and cattle, not to an energy company.

So New Zealand's Genesis Energy had its work cut out to get farmers to visit its Greenrig exhibition stand at the annual Mystery Creek Fieldays agricultural event in Hamilton in June. 

Agency Draft FCB Wellington sent a tin of branded gumboot polish to attendees to remind them to wipe their feet before they turned up at the Genesis stand - a sly poke at its audience, but one which was bound to raise a smile.

And it had the desired effect. Genesis Energy notched up its highest visitor numbers since it started exhibiting at the annual farming event, and got to show off its environmental initiatives to farmers and their families.