New AR campaign set to revive Aussie’s love of greenery

Hort Innovation’s campaign by Republic of Everyone and The Bravery aims to boost awareness of the benefits of adding plants to your home and garden

Horticultural research foundation, Hort Innovation, has launched a new augmented reality campaign designed to revive Australia’s love for styling homes with plants, and raise awareness of the health and wellbeing boost of embracing more greenery.

The campaign, in collaboration with brand and sustainability agencies, Republic of Everyone and The Bravery, features an augmented reality ‘greening app’ developed to help users calculate the benefits of adding particular plants to different sized rooms.

Digital creative agency, Circul8, was commissioned to develop the app platform using augmented reality, which also features an interactive styling tool - designed by landscape designer, Georgina Reid, from The Planthunter offering seven unique plant looks to try in your space.

The campaign is supported by research from RMIT and the University of Melbourne, which for the first time has quantified the effects of plants in the home. In particular, the study showed indoor plants can remove 75-90 per cent of airborne pollutants, which is particularly important to modern urban dwellers, who spend 90 per cent of their time indoors.

"Just one medium sized plant can improve air quality 25 per cent in an average room,” Republic of Everyone director, Ben Peacock, said. “And when you add more, you start to get a jungle feel that makes you more relaxed and better able to take on life’s challenges. Once we knew all this, the campaign wrote itself.”

To help drive awareness and engagement for the campaign, sustainability and social cause communications agency, The Bravery, has led an integrated campaign across PR, media partnerships, ambassador activation, social media (Facebook / Instagram), digital above-the-line, and influencer engagement.

“The campaign beautifully captures the current mood and trend towards greenery in your home and life,” commented The Bravery Director, Claire Maloney. “While the digital and real- world campaign touch points also provide practical solutions that chip away at the common pain points people can experience when going from plant killers to green thumbs.”

Follow CMO on Twitter:@CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I have recently worked on Big Data while studying on my certificate exam SAA-C01 Braindumps provides authentic IT Certification exams pre...

samried

The CIO and CMO Perspective on Big Data

Read more

Thanks for sharing the insights. The findings are spot on according to several encounters we had with various brands in the luxury retail...

Xen Chia

Report: Only 11 per cent of brands use customer data effectively

Read more

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

Read more

Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

Read more

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

Latest Podcast

More podcasts

Sign in