Case Study: BASF achieves record-breaking seed treatment launch with VML

BASF launches Teraxxa with VML, selling out in 1 month and gaining 7% market share

BASF, a global chemical company, faced the challenge of convincing skeptical farmers that its new Teraxxa seed treatment could eliminate wireworms, a devastating pest costing billions, where previous options had only repelled them. Partnering with vendor VML, the goal was to launch this game-changing product and overcome market skepticism.

VML created an integrated campaign that transformed the product demonstration into an interactive "Open Season for Wireworms" arcade game. This allowed farmers to experience Teraxxa's benefits by obliterating pests in an 8-bit world through full-size arcade cabinets and a mobile app. The campaign was a major success, making Teraxxa the most successful launch in BASF history. It sold out within a month, gained 7% market share, increased retail sales by $8.5 million, and grew the entire U.S. cereals seed treatment market by $8 million.

BASF