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
Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.
Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.
The purpose of Artificial Intelligence (AI) has always been to replace the menial and repetitive tasks we do each day in every sector, so that we can concentrate on doing what we do best. Saving time and money has certainly been a decent outcome as AI infiltrates the business landscape, however, now we are starting to see problems that cause major issues in practice.
In this bonus last episode of this new podcast series, BrandHook MD, Pip Stocks, talks with former ANZ group general manager of marketing, Louise Eyres, talks about the importance of thinking like a customer and using intuition to solve customer painpoints.
At the deeper levels of artificial intelligence, computing machines make all kinds of correlations among whatever data is available to th...
Fraction Tech
Is artificial intelligence riddled with bias? - Customer Design - CMO Australia
https://myiplookup.com/ - find your ip address and location information in our main page. Also there are many ip tools you can use : IP L...
savefrom
iSelect outlines new approach to arrest ineffective marketing as its reports full-year results
https://myiplookup.com/ - this website will allow you to View Alexa Ranking and graph Check http headers of a website, tool to compare te...
savefrom
The Star's first CMO creates all-new marketing team
Good tips to follow. Thank you!
Anna Travis
5 things every business can do to drive brand loyalty
Thank you! That was useful to know.
Belia Adam
Why your best social marketing brand tool could be hiding in plain sight