Creative brief – Simodis

Project number:
Syngenta manager: Hamza Kamal
Contact details:
Agency:
Contact details:
Version: 1st Draft
Date: June 2023
Roles & responsibilities
Role of the agency 1. Develop a 360-degree campaign for Simodis based on this brief.
2. Develop TVC Concepts for Simodis (Emotional, lyrical, and unique)
3. Develop TVC related KV (functional)
What is Simodis Simodis is a broad-spectrum insecticide on sucking pest for multiple crops,
especially on Thrips on Cotton Crop, providing excellent control with just 2
applications

It is based on Plinazolin Technology, a new active ingredient (AI), providing

an innovative and breakthrough tool in insect control and an effective solution
in resistance management strategies

Brand Benefits and Functional benefits

Promise
a. Performance: Near to 100% control on Thrips, with 2 applications
b. Innovation: Effective solution against resistant pests.
c. Long Lasting: High efficacy for 21 Days with 2 applications as the AI
deposits remain on surface for several weeks (long residual effect);
d. Quick Control: Pests stop feeding in 1 hour (causes muscle cramps
and paralysis which ultimately results in death of the insect).

Emotional benefits
a. Long residual effect results in cost savings through less sprays and
labour costs. (21 Days control)
b. Higher income and lower costs lead to bigger profits and better
economic conditions for the grower

Brand Personality:
a. Problem Solver,
b. Leader,
c. Dynamic

Key Differentiator • Outstanding broad-spectrum control (multiple pest, multiple crops)

• High efficacy and control (21 Days control with 2 applications)
• Effective solution in resistance management strategies and replace
older, less effective chemistries

Target Audience • 1st priority: Progressive High intensification cotton growers in Punjab
and Sindh provinces (with high pest pressure)

Look and Feel • TVC should be relevant to the audience but should not follow the
& Mandatories
cliched pattern of Agri-Products’ Ads
• TVC should be clutter breaking
• The brand is focussed towards progressive, involved farmers and
early adopters, due to the price point and newness
• Key Visuals should be colourful, focused on the product and its
benefits and clear on the message.
• Clutter free (easy for farmers to understand our communication).
• Main TVC film should be around 45-60 sec long (Strict Requirement)
• 10-20 Sec long adapts are needed

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 • For now, the brand is focussed on Cotton thrips, but in the coming
years, it will be extended to other crops and pests. Therefore, our
current concept should incorporate that all while we only release our
copy for Cotton Thrips in the first year.
• Shoot with healthy cotton crop can be done maximum by August.

Positioning For progressive cotton growers, who are looking for a broad-spectrum
solution to protect their crops against highly damaging pests (especially
Thrips).
Simodis (Plinazolin Technology) is a new chemistry that provides a solution
which is long-lasting and highly effective against Thrips; replacing the older
and less effective chemistries.

Project directions
Target audiences & locations Crop: Cotton

Target Pest: Thrips

Customer segment: Progressive and involved cotton+ growers with high

intensification in Punjab and Sindh provinces.

Internal distribution list For TVC concept Presentation only

Pakistan: Aizaz

Personality and Essence • Personality: Problem Solver, Leader, Dynamic,

• Essence: Innovation, Multi-Tasking, Powerful

Supporting Documents None

Timeline Please refer to the email

Budget & staff

Budget, broken down by: Subject to concept
▪ Components
▪ Account level
▪ Hourly rates
▪ Number of hours

Contingency fees

Specific agency staff required

Shipping
Recipient list
Preferred shipping method

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Approved by Project Manager & date

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Approved by Marketing Manager & date

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Approved by agency & date

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