Agrii Practic was a project carried out over 4 months by a team of 35 professionals from Agrii and MullenLowe Romania, involving over 400 hours of conceptualization and implementation. Throughout the project, over 1,500 km were traveled across 4 locations, engaging more than 400 farmers and utilizing over 6,500 square meters of event space. The four thematic workshops focused on key aspects of agriculture: crop protection, seeds, plant nutrition, and foliar and soil analysis services. The events provided a deep immersion into the agricultural world and enabled direct interaction with farmer partners guided by Agrii experts during the workshops.
"At Agrii, we believe that innovation and information are essential pillars for sustainable development in agriculture. Agrii Practic is not just a series of events, but a platform where experience meets innovation in the most practical way possible. Farmers can experience first-hand the efficiency of our innovative plant protection services and products, thus strengthening the foundation for a more prosperous future in agriculture. Together, we are the future in agriculture, building an informed agricultural community ready to adopt the latest technologies. This is our promise – to turn challenges into opportunities and to offer agricultural solutions that make a difference", said Monalisa Ungureanu, CEO Agrii Romania.
Under the direction of the MullenLowe Romania BTL team, the Agrii Practic events stood out through meticulous BTL setup, with a modular framework adapted to the specific needs of each location and to allow a practical flow for the participants. The MullenLowe Romania team orchestrated this series of events in which every detail was perfectly aligned with the outdoor conditions and the technical specifics of the field experiments. The agency's efforts also included the swift installation of thematic tents, each customized with specific outdoor branding elements, despite weather challenges.
"Through the Agrii Practic campaign, we had the opportunity to take the brand experience to a new level by integrating advanced technologies and creative solutions, transforming the four events into a memorable and valuable experience for all participants. Our efforts were focused in several directions – from coordinating external logistics sources to ensuring a beautiful yet practical experience, adapting swiftly to weather conditions, optimizing setup and dismantling times, to incorporating unique elements in the event execution", said Andrei Bașa, Head of Product, MullenLowe Romania.
The four events brought together a total of over 400 farmers, experts and partners, who interacted with specialized speakers from Agrii Romania, in an ideal format for the exchanging ideas and best practices in agriculture.
The leisure part was also a highlight of the events, with a food truck led by Chef Munti, known for his culinary creativity and his triumph in a famous cooking TV show. Integrating this urban experience in a natural setting added an extra dimension to the entire experience.
More than just a typical caravan event, Agrii Practic has evolved into a grassroots experience tailored to the industry's needs, complete with all necessary facilities – thematic workshops and networking areas. Thus, Agrii and MullenLowe Romania have redefined how the agricultural community gathers, learns, and collaborates.
Through this campaign, Agrii reaffirms its commitment to being at the frontier of innovation in agriculture, supporting the idea that together, the agricultural community can shape the future of this essential sector. With each event, Agrii Practic has strengthened a community of practitioners and experts dedicated to agricultural development.
The teams involved in the campaign:
Agries: Marinela Neacșu (Marketing Director), Felicia Amzărescu (Marketing Manager), Roxana Costea (PR Specialist), Valerian Iștoc (Business Development Manager).
MullenLowe Romania: Andrei Başa (Head of Product), Ana Maria Stoica (BTL Manager), Ciprian Dumitru (BTL Executive), Alexandru Demeter (Graphic Designer).
