It can be easy to fall into the rut of doing what you’ve always done. Especially when you’re used to using the same equipment, day in day out, season after season. But what if that reflex meant you were missing out – on better features, on increased efficiency or on a more profitable harvest?

Reminding farmers that just doing what they were used to – buying the same brand of header without properly considering their options – could be a big mistake. This campaign included two phases with slight variations in messaging.

Phase one boldly employed a “reverse psychology” approach that suggested those who didn’t want to farm better shouldn’t buy the new AirFLEX NXT from Honey Bee. Phase two softened the message to focus on the internal battle between using what you’re used to and wishing for better results, keying on a sense a bit of FOMO for those who haven’t yet switched to the AirFLEX NXT.