THE PARTY GARDEN by VOKYO for Yates

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THE PARTY GARDEN

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Australia
Agency VOKYO
Director Nicholas Price
Released August 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: YATES
Product/Service: GARDENING PRODUCTS RANGE
Agency: VOKYO
Date of First Appearance: Aug 31 2009 12:00AM
Entrant Company: OMD FUSE, Pyrmont, AUSTRALIA
Entry URL: http://www.lifestylechannel.com.au/thepartygarden/
Director OMD Fuse: Alistair Henderson (OMD Fuse)
Communications Director: Kate Sutton (OMD Fuse)
Account Director: Leanne Myliotis (OMD)
Executive Producer: Anthony Damianakis (Vokyo)
Series Producer: Will Odillo Maher (Vokyo)
Director: Nicholas Price (Vokyo)
Managing Director: Myfanwy McGregor (Frank PR)
Account Manager: Sam Pearson (Frank PR)
Media placement: Magazine - Show Promotion - Foxtel Magazine - 31/08/2009
Media placement: Television - 7 X Promo Spots - XYZ Network Channels - 06/09/2009
Media placement: Television - Show Sponsorship Spot - LifeStyle Channel - 06/09/2009
Media placement: Television - 3 X Brand Spots - LifeStyle And LifeStyle Food - 06/09/2009
Media placement: Online - Roadblock Microsite - LifeStyle - lifestyle.com.au - 06/09/2009
Media placement: Online - E-Newsletter - Lifestyle.com.au - 06/09/2009
Media placement: Television - TV Series, 6 Eps - LifeStyle Channel - 18/09/2009
Media placement: Magazine - HPV Advertorial - Woman's Day - 20/09/2009
Media placement: Magazine - FP Advertorial - OK! - 20/09/2009
Media placement: Magazine - FP Advertorial - Madison - 20/09/2009

Results and Effectiveness
Suddenly gardening meant something to our mums and dads. The show had a cumulative audience age 25-54 of 250,000 and the campaign had a total reach of 5 million+ people. Of those who watched the show, 67% were more likely to ‘give gardening a go’ and 74% were inspired to entertain in their garden. An investment of AUS$ 870,000 yielded $2.5 million in media and PR value and regular LifeStyle viewers who said they had bought a Yates product in the previous three months grew by over 60%, from 29% in 2008 to 47% in 2009. It seems everyone loves a garden party!

Creative Execution
We created ‘The Party Garden’ - a TV series that tells the stories of six Aussie outdoor entertainers, six parties, and six simple garden makeovers. The series shows our outdoor party-lovers how to create a space for kids’ party games, grow fruit for their favourite cocktail and create a perfect atmosphere for an outdoor dinner party. Yates’ products were integrated at every step. With a production partner on-board we took our idea to The LifeStyle Channel and negotiated a primetime slot. The fully integrated campaign included: - TV promotional spots including 90-second episode cut-downs to extend TV reach - Advertorials in magazines Yates never had ‘permission’ to be in previously, including Madison and OK! - PR to drive ratings and exploit the newsworthiness of the campaign - A launch event to excite trade and media - A retail promotion to drive sales - Online for information and to stimulate word-of-mouth

Insights, Strategy & the Idea
There’s nothing sexy about gardening products! And if you’re not into gardening, you don’t buy gardening magazines, watch gardening shows, or care about garden product ads. Australia’s leading gardening brand, Yates, had plenty of customers age 50+. But just not enough of a younger, important group: urban mums and dads. Our challenge was to help this group overcome their indifference to gardening and give it a go! It wouldn’t be easy! 30% of the age 50+ group know their roses from their rhododendrons, but only 14% of our younger target feels knowledgeable in the garden. We went into backyards in search of an answer. We found our mums and dads really LOVE an outdoor party – from kids' birthday parties, to the great Aussie BBQ. And with everyone in their garden, they feel very special. If we could show them how to have a great garden party, we could get them gardening.