BASF: "PROкачай сою" - веб-игра для продвижения агрохимической продукции компании

Objective

BASF sought to educate professional agronomists and agricultural specialists about its agrochemical product line for soybean cultivation through engaging digital experience rather than traditional marketing communications. The campaign targeted industry specialists via DirectFarm, a dedicated agricultural platform, to demonstrate practical applications of BASF solutions in real farming scenarios.

Solution

The team developed an interactive browser-based web game styled as an alchemical cultivation simulator. Players grow soybeans across five distinct growth stages—sowing, plant protection, nutrition, growth, and harvesting—where each stage requires selecting the appropriate BASF agrochemical product. A mascot character (a soybean grain) guides players through each decision, explaining product purpose and impact. The game featured minimalist graphics, sound design, and streamlined onboarding, developed collaboratively by funtech and Socialist agencies, and was distributed through the DirectFarm platform to reach professional agricultural users.

Results

Over 13,500 unique participants engaged with the game, generating more than 21,800 authorizations. The project reportedly exceeded client expectations according to BASF feedback.