2016 Agency Elite Awards: Integrated Communications

Winner: The Mosaic Company - The Great Yield Mystery

When commodity prices decline, America’s farmers cut back on input costs like fertilizer. But cutting back on such items can create long-term problems with soil fertility. As the industry leader in crop nutrition and a maker of premium fertilizer products, it was more important than ever for The Mosaic Company to spread the knowledge that up to 60 percent of yield is dependent on soil fertility. Running the campaign during the harvest season, The Mosaic Company reached out to audiences where they spent most of their time—in their trucks and tractors. The result was “The Great Yield Mystery,” a ten-episode fictional audio drama distributed via podcast.

Since the podcast launched, it has been downloaded more than 2,500 times on the most commonly used podcast hosting sites. The website saw over 3,000 visits during the campaign. Media relations efforts also resulted in more than 180 million impressions and 434 media hits.

Honorable Mentions:

  • APCO Worldwide - Ross Initiative in Sports for Equality (RISE)
  • LDWWgroup - Integrated “Big Game” Campaign Creates New Demand for Cruising by Drawing Consumers “Back to the Sea”
  • R&R Partners Public Relations - Vegas Season
  • Sharp Communications & Benjamin Moore - Announce Benjamin Moore's 2016 Color of the Year