BETTER THAN THE REAL THING by FORRESTAL FORTE for GRASS THAT LASTS

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BETTER THAN THE REAL THING

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Industry Public awareness
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Australia
Agency FORRESTAL FORTE
Art Director Tim Forte
Copywriter Dan Forrestal
Released January 2010

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: GRASS THAT LASTS
Product/Service: SYNTHETIC TURF AND PRODUCT INSTALLATION
Agency: FORRESTAL FORTE
Copywriter: Dan Forrestal
Art Director: Tim Forte
Other Credits: Design To Print
Date of First Appearance: Jan 4 2010 12:00AM
Entrant Company: FORRESTAL FORTE, Melbourne, AUSTRALIA

Description of Ambient execution
Australia is in the midst of its worst drought for more than 100 years. People are looking for more sustainable solutions and synthetic grass is becoming a viable option. However, the industry is still developing and our budget was minimal. So to reach our market we chose to take a few cheap potshots at our main competitor - real grass. Our Grass That Lasts signs were installed around areas of dead, dying and patchy grass. In this climate, we didn’t have to search hard for areas that looked awful. We found spots with high foot traffic and ran our installations at prime times over weekends and early evening hours. The signs have been mobile enough that they could be taken to events or moved to areas where big crowds were expected or into median strips during peak hours. Results have exceeded expectations so far with inquiries going up 260% and sales up 135% since the project was launched in January.