CHALLENGE To launch Roundup TRANSORB X, we created an integrated off and online campaign with TVCs, print and digital ads. The launch also needed a microsite farmers could access from their mobile devices or laptops to see the hard facts and stats about the new product. APPROACH We designed a microsite with extreme imagery and language to build hype around the product and drive sales. Even facts and graphs were presented in a bold, graphic style in line with the campaign. OUTCOME The microsite reassured farmers with factual info but without losing the intensity of the brand positioning, resulting in 40% more sales than the previous year.