Yates has introduced a new garden care system, Click & Grow, aimed at simplifying garden and lawn maintenance tasks. In a bid to promote this system, Yates has launched the National Gardening League (NGL), which transforms gardening into a competitive sport.
Participants in the NGL stand a chance to win $10,000 in cash, a Championship Green Thumb ring, and a spot on a national leaderboard. The league employs an AI-powered web application to evaluate lawns based on growth, consistency, greenness, and other criteria. The Click & Grow system is designated as the official equipment for the NGL, and its usage is encouraged to help participants ascend the leaderboard.
The NGL will receive national promotion through various channels, including television, out-of-home advertising, radio, digital platforms, social media, and in stadiums during NRL and AFL finals. The campaign is managed by Howatson+Company, with contributions from Chee Productions and IPG Mediabrands.
Sabrina Hill-Bailey, Head of Integrated Marketing at Yates Australia, commented on the initiative: “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?”
Howatson+Company has developed an innovative image recognition tool to ensure consistent and fair refereeing of lawns. This tool is part of the campaign’s strategy to attract a younger audience and novice gardeners by making lawn care engaging and competitive.
Gavin Chimes, Chief Creative Officer at Howatson+Company, stated: “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.”
The campaign seeks to engage a younger demographic and those new to gardening by positioning lawn care as an enjoyable and competitive activity. The use of AI technology and image recognition tools aims to provide a fair and consistent experience for all participants.
Comments are closed.