Australians have a new national sport to obsess over, and it starts in their own backyards.
To launch Click & Grow, Yates’ garden care system that takes the complexity out of garden and lawn care tasks, Yates has tapped into the competitive nature of lawn owners and created the National Gardening League (NGL).
The fastest, slowest growing sport on Australian soil, the NGL transforms the everyday act of lawn care into a low octane, medium adrenaline spectacle, with the chance to take home $10,000 cash, a Championship Green Thumb ring, and a pretty good story.
The rules? Simple. Scan your lawn via the AI-powered web app, get a score (based off level of growth, consistency, greenness and other criteria), and get placed on a national leaderboard.
Sabrina Hill-Bailey, head of integrated marketing, Yates Australia, said, “Australians love two things: sport and lawns. By combining the two, the National Gardening League makes lawn care fun, competitive, and accessible. Powered by our new Click & Grow System, it’s designed to inspire a younger audience and novice gardeners who want to get started but need a nudge – and what better motivator than glory and bragging rights?”
Gavin Chimes, chief creative officer, Howatson+Company, said, “Gardening in Australia is already an extreme sport. Torrential rain, searing heat, Jumanji-like bindis, weeds, possums and more.
“With the National Gardening League, we’ve given it the platform it deserves. All while showing Yates’ Click & Grow is the ultimate equipment for it all.”
Underpinning the NGL is an image recognition tool developed by Howatson+Company’s Data and Technology team, refereeing lawns consistently and fairly across the nation.
The National Gardening League will unfold nationally across TV, OOH, radio, digital, social and even in stadium for NRL and AFL finals. Expect sports style coverage, commentary, and more than a few laughs along the way.
With Yates’ NGL, anyone with a lawn can enter. Only one will leave a champion.
If you think you’ve got what it takes to win, enter here.
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