Work That Sings
To establish FMC’s Anthem herbicide in the marketplace, we needed a surefire hit. So in addition to creating a campaign, we created a singing competition. Drawing inspiration from the product’s unusual name, we created Stand & Be Heard, a promotion where students could win a $10,000 scholarship by submitting video of them singing the national anthem. The competition garnered huge publicity and goodwill for FMC and Anthem, and provided a platform for FMC retailers to talk about the contest — and the product — to their customers.