We identified an opportunity for Victa to own the emotional reward of a beautifully maintained lawn, a first for the category. And a campaign that only Victa could support, as Australia’s garden tool specialist of more than 60 years.
‘Rediscover lawn joy’ is a strategy that celebrates the enjoyment a lawn can deliver; there’s nothing more magical than the feeling of grass underfoot and the smell of a freshly mown lawn.
More competitors are entering the category and new lithium battery technology is eroding traditional petrol driven mower market share.
Maintain and reinforce Victa’s reputation as Australia’s most credible garden tool brand, manufacturing well constructed and engineered equipment boasting Briggs and Stratton motors.
Harnessing our team insights, Sponge developed a series of scenarios that celebrate lawn joy. From the exuberance of the family dog rolling around on freshly mown lawn, to the childhood fun of running through the backyard sprinkler in summer, and the all time Christmas favourite; backyard cricket. Sponge created a series of videos that capture these joyous moments and bring to life the promise inherent in rediscovering lawn joy. The campaign message was extended to include a call to action via a Father’s Day competition. The videos were supported by a campaign of tips to help bring out the best in the lawn.
4 WEEK AWARENESS CAMPAIGN