We are a nation of lawn obsessives, and whether you spend hours on your lawn or prefer a quick fix – one thing we all have in common is that everyone wants a good-looking lawn. Kiwicare tasked us with coming up with a new campaign that would work for both experienced and novice lawn-lovers; the brief was two-fold: it had to work above the line, but also cut-through at point of sale. We developed a combined AV media approach to build cost-efficient mass reach and generate strong awareness of the Kiwicare LawnPro product range, supported by digital amplification and print.
The idea behind the "Green With Envy" campaign is simple: when it comes to the good things in life, it’s only human-nature to want the best for ourselves. And sometimes, when we see others with the very thing we want, we can become a little envious. This TV-led campaign uses humour to explore the jealousy-inducing power of a top-notch lawn, and lets customers know that they too can get LawnProud with LawnPro.
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