Leading Australian garden product supplier Pope asked us to create a cost effective, mass marketing campaign to relaunch its new and improved Auto Wind Hose Reel.
Gardening supplies is a highly competitive product category so whatever we did needed to have impact on a number of levels.
It had to achieve cut through, it had to clearly differentiate Pope’s product from other brands and it needed to increase the company’s market share by targeting existing hose owners and new customers.
Our creative solution came from outside the box.
Inspired by the Auto Wind Hose Reel's 'no mess' benefit and features like its stop and go action, 180° swivel and 10 year warranty, we told the product's story through spaghetti.
We created a playful campaign showing a young girl neatly eating a bowl of spaghetti as she imitated features of a Pope auto wind hose reel. To convey how the product puts an end to messy backyards, the girl was juxtaposed with her younger sister covered in spaghetti.
Visuals for the campaign were supported by the slogan 'the better way to rewind' while 'smoother, safer, better' ad copy reinforced the product's quality and superiority.
The integrated campaign was executed across traditional and digital platforms including television, billboards, bus backs, broadcast video on demand (BVOD) and digital.
A contest promotion offering a trip to Italy and $100 Bunnings vouchers also helped raise awareness of Pope's improved product. A creative way to wind up with a winning strategy.
Engagement was high with Pope attracting new followers, growing its database significantly and receiving hundreds of competition entries from households across Australia.
