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toom: Der Zwergenprotest
Integrated Marketing Communications Council Europe, Silver, IMC European Awards 2012
German home and garden products retailer, toom Baumarkt, wanted to create awareness and drive sales of its garden products and garden planning services.
German home and garden products retailer, toom Baumarkt, wanted to create awareness and drive sales of its garden products and garden planning services. It deployed garden gnomes carrying call-to-action signs across downtown shopping areas in Germany in order to create an instant, disruptive, emotionally engaging connection with consumers. It also set up a Twitter account and Facebook fan page where people could win prizes for uploading photos of the gnomes. The campaign resulted in a 40% increase in garden planning requests, as well as driving buzz on social media and attracting significant publicity.
Focus DIY: Keep Britain Beautiful
Direct Marketing Association - UK, Gold, 2011
To maximise sales at Easter, a key time for gardening products, the UK-based Focus DIY retail chain needed to stand out from the bigger players in the market.
To maximise sales at Easter, a key time for gardening products, the UK-based Focus DIY retail chain needed to stand out from the bigger players in the market. Its campaign centred on a 15,000 door drop which utilised paper impregnated with wild flower seed that could be planted and would grow, thus incorporating the message within the medium without generating waste paper. A microsite showing a time lapse film demonstrated the process and provided links to local stores. The door drops led to a 9% uplift in response rates and encouraged more people to become discount cardholders. On the broader front, existing discount cardholders were also mailed which generated a further 26% response.
Enlightened gardens - Innovation beyond the obvious
Ank van Ophoven, Pamela Pauwels and Jochum Stienstra, ESOMAR, Congress, Amsterdam, September 2011
Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers).
Philips Lighting needed insights into garden needs with the potential to really make a change in the garden lights market and was therefore integral for Philips Lighting to completely involve the entire interdisciplinary team (researchers, technicians, marketers, designers). This paper reviews the process of ‘co-creating’ insights: matching consumer insights to company knowledge, which helped Philips go beyond the obvious, without the fallacy of ‘thinking inside-out’. The paper show an innovative, engaging and imaginative process, as well as how co-creation of insights can help a brand come up with high impact concepts.
Lawn and Garden Tractors and Home Lawn and Garden Equipment (American Industry Overview)
Gale American Industry Overviews, 2011
This paper provides an overview of the lawn and garden equipment industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies.
This paper provides an overview of the lawn and garden equipment industry in the United States. It gives a snapshot summary of the industry, with additional sections on its development, organisation and structure, current conditions and leading companies. It contains a list of further information sources and reading.
Specialty Gardening (Emerging Industry Overview)
Gale Emerging Industry Overviews, 2011
This paper provides an overview of the specialty gardening industry, primarily in the United States. This sector reflects a renewed interest in creating custom gardens in urban spaces, such as roof gardens, organic gardens, rock gardens designed to better the experience of city dwellers.
This paper provides an overview of the specialty gardening industry, primarily in the United States. This sector reflects a renewed interest in creating custom gardens in urban spaces, such as roof gardens, organic gardens, rock gardens designed to better the experience of city dwellers. The paper gives a snapshot summary of the emerging industry in the US, with additional sections on its development, organisation and structure, current conditions and leading companies. It concludes with a brief section about the industry in other countries ('America and the world') as well as a list of further information sources and reading.
Husqvarna: Tactical campaign
Institute of Advertising Practitioners in Ireland, Bronze, AdFx Awards, 2010
Liffey Distributors distributes forestry, park and garden products to businesses across the Irish Republic, including products from the Husqvarna brand.
Liffey Distributors distributes forestry, park and garden products to businesses across the Irish Republic, including products from the Husqvarna brand. Sales had been consistently down year-on-year, partly due to the poor weather. Liffey Distributors wanted an advertising campaign that would drive footfall and sales by promoting five specific Husqvarna products, as well as demonstrating the value on offer in local Husqvarna dealerships. The campaign had to appeal to the dealerships, as they were contributing to the costs of the campaign, in addition to having the ability to motivate individual dealers to promote Husqvarna products at a local level. The campaign used the concept of a 'one day sale', held on a Saturday, which was devoted to a chosen product every two weeks. The campaign was executed using both local and national media, and involved press and outdoor channels. As a result, there was an average sales increase of over 400% of the chosen products, leading to a ROI of over 4000%.
Resolva 24H – Weed it and reap: How Resolva 24H took control of the weedkiller market
Helen Davies and Peter Harris, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards 2009
This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H.
This paper demonstrates how a limited budget, focussed on effective TV advertising, successfully launched Resolva 24H. The weedkiller market, although mainstream, is a relatively small category in gradual decline. Faced with strong competition and being late entrants into a highly seasonal market, this brand challenged the conventional category approach by thinking disruptively and dramatising the negative in a positive way, casting the category insight in a new light. The creative brought the consumers' feelings of annoyance towards garden weeds to life through a cartoon style TV campaign. As a result the campaign was responsible for 59 per cent of annual sales.
Terminix Seeing Is Believing
Direct Marketing Association - US, Silver, ECHO Awards, 2009
Terminex needed to generate awareness of pest control in a market where enthusiasm was high for remodeling but low for ongoing maintenance.
Terminex needed to generate awareness of pest control in a market where enthusiasm was high for remodeling but low for ongoing maintenance. A three-pronged campaign targeted women aged 35-54, because they influence many household decisions. Using broadcast, direct mail, and digital channels, Terminex appealed to prospects' desire to keep control over the home and avoid another household crisis, encouraging homeowners to strike first, before the unseen threat of termites and pests got the upper hand. The campaign resulted in a 14% market share increase in residential termite control and a 5% market share increase in residential pest control services.
Better Homes and Gardeners
The Futures Company, Yankelovich MONITOR Minute, April 2008
Nearly half of all consumers say they either garden, or work in the yard, in their spare time for fun and enjoyment.
Nearly half of all consumers say they either garden, or work in the yard, in their spare time for fun and enjoyment. Given the growing interest in organics and food safety, it is also not surprising that 30% of consumers today grow their own fruits and vegetables. What is most striking, however, is that there are 23 million 18-to-23-year-olds who have tried their hand at gardening, with roughly one in four gardeners now under the age of 35. Whatever their age, gardeners tend to be very passionate about all the things they care about. Older members of this group consider it important to stretch themselves and try new things. Their younger counterparts are also typically keen to try new products and broaden their range of skills.
Scotts Miracle-Gro Company: Neighbor To Neighbor campaign
Rebecca Stanfel, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1481-1486
The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868.
The Scotts Company, later to be named Scotts Miracle-Gro Company, had been a leading manufacturer of lawn-and garden-care products since 1868. It sold grass seed, fertilizers, herbicides, and potting soils from its family of brands, which included Ortho, Miracle-Gro, Hyponex, and Turf Builder. Even though it was one of the largest garden and indoor plant-care companies in America, Scotts's marketing efforts floundered during the early 1990s. After Scotts acquired Miracle-Gro in 1995, the founder of Miracle-Gro, Horace Hagerdon, helped solidify the Scotts brand and orchestrated the removal of Scotts CEO Theodore J. Host, whom Hagerdon considered ineffective. Hoping to improve sales and further build the Scotts brand, Scotts released its "Neighbor to Neighbor" campaign.Created by the ad agencies Wolf Group and Partners & Shevack, the $2 million campaign began in 1996. The budget was soon increased to $20 million. The campaign initially entailed television and radio spots, but in 2003 it expanded with print executions. "Neighbor to Neighbor" featured real customers who raved about their successes in attaining a lush, green yard by using different Scotts products. Each of the television commercials focused on a specific Scotts lawn-care product, and they incorporated humor to make the often intimidating task of lawn care seem less threatening. The advertisements also all included Scotts's formal guarantee of its products' efficacy. The company viewed the guarantee as "more of a promise than a traditional tag line," as Gordon Hecker, Scotts's vice president of advertising, told Adweek. Scotts recognized that "consumers depend on the company for advice on lawns and gardening, as well as for the product." In 2003 the Wolf Group, by then the sole agency handling the Scotts account, closed its doors, and the campaign continued under the ML Rogers Agency.Although the campaign scored unusually low on USA Today's Ad Track consumer survey, "Neighbor to Neighbor" was deemed a success by Scotts and its agencies. The campaign garnered some ad-industry awards and helped Scotts increase its sales by double digits throughout a majority of the campaign.
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