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

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