Case Study

Client: QBE FarmGate
Project: “Meet you at the FarmGate” song

Summary:
QBE FarmGate requested assistance to engage with their target audience in a fresh, positive way, and reassure them that they were there for them during these tough times of drought and hardship on the land.
Kangaroo was commissioned to write a song (music and lyrics) to help FarmGate with promotional activities.

Required outcomes:

• Connect to the audience in a way farmers could relate to (and bring a bit of cheer in the process)
• Convey FarmGate’s key value proposition: “we’re there when you need us”
• Make it relevant: focus on key issues facing farmers (particularly the drought)

Target audience:

• Farmers – both potential and existing FarmGate clients

Brief/key requirements:

• Convey that FarmGate cares about farmers, and are there for them
• Understand the challenges facing farmers, particularly in this time of drought, and they will act quickly to get them back on their feet again
• Engaging, uplifting and encouraging piece
• Song to be performed live in front of key stakeholders

Process:

• 2 hour workshop to convey their values and give direction on the style of song they were looking for, as well as how they were going to use it