Target 100 Virtual Farm – Bringing the farm to the city

February 18, 2013 by  
Filed under Case studies, Consumer, Target 100

Challenge: Target 100 is an initiative by Australian cattle & sheep farmers to deliver sustainable farming by 2020 and help Australians understand more about where their food comes from.

We needed to communicate with a mass audience about how their food is produced, as for many people, farming is not close to home.

Research showed that this was a topic of interest for many though – with 58% of urban dwellers saying they are interested to know about the process undertaken to produce the beef and lamb they consume.

Strategy: What better way to bridge the gap between city folk and the country than to bring the farm to the city?

In order to overcome traditional barriers, Pulse Communications created the Target 100 Virtual Farm, a pop-up farm in Martin Place complete with native bushland, farmers from across Australia, and live cattle and sheep.

A giant screen beamed members of the public into Aussie farms using virtual technology, providing a unique opportunity for passers-by to speak directly with farmers without leaving the city centre.

We also enlisted popular journalist, blogger, qualified health coach and Target 100 ambassador, Sarah Wilson to share tips with the public on why beef and lamb are an important part of a healthy and sustainable diet.

Results: Numerous Sydney-siders got involved in the Target 100 Virtual Farm and spoke directly with our farmers Kara and Stu.

Media coverage was enormous – with over 214 clips to date, and a reach of over 8 million.

The event was attended by regional TV and radio networks which was crucial to its success.