How could the field force tell the story of Zoetis dairy genetics when that story changes for every farmer the salesperson visits?

The client and account team had a mountain of research and data points, but no idea how to get it across. I recognized it could be done choose-your-own-adventure style through an interactive, digital sales tool.

As the conversation with the dairy manager or owner proceeded, the salesperson simply tapped through the interactive tool on an iPad to answer the questions that came up and support the case for Zoetis dairy genetics.

The result was hurried into production and unveiled at the company's 2024 annual sales meeting.