This Astroturf Campaign Explains the Science Behind Synthetic Grass
Jana Pijak — February 16, 2016 — Marketing
This informative Astroturf campaign explains the science behind synthetic grass and does so with interactive, stop-motion illustrations. The result is an animated clip that takes viewers on an in-depth manufacturing journey while explaining what goes into creating the brand's famous product.
Made with crumb rubber that is often sourced from recycled tires, synthetic grass is deemed to be dangerous by many who believe its contents are toxic. This Astroturf campaign disproves the common misconception and explains the benefits of its latest, rubber-free 'Golden Series' collection.
This sustainable product range is the first of its kind in the synthetic grass market and replaces recycled rubber filling with alternatives like sand or zeofill -- an eco-friendly material that retains water while reducing heat impact. Rejecting negative synthetic grass stereotypes, Astroturf effectively uses its YouTube campaign to put an end to misconceptions while promoting its products. This same campaign message is prevalent on the Astroturf website which spotlights new product launches and the brand's sports partnerships.
Made with crumb rubber that is often sourced from recycled tires, synthetic grass is deemed to be dangerous by many who believe its contents are toxic. This Astroturf campaign disproves the common misconception and explains the benefits of its latest, rubber-free 'Golden Series' collection.
This sustainable product range is the first of its kind in the synthetic grass market and replaces recycled rubber filling with alternatives like sand or zeofill -- an eco-friendly material that retains water while reducing heat impact. Rejecting negative synthetic grass stereotypes, Astroturf effectively uses its YouTube campaign to put an end to misconceptions while promoting its products. This same campaign message is prevalent on the Astroturf website which spotlights new product launches and the brand's sports partnerships.
Trend Themes
1. Sustainable Synthetic Grass - Opportunity for companies to develop and promote synthetic grass products that use eco-friendly materials instead of recycled rubber.
2. Interactive Advertising - Disruptive innovation opportunity for businesses to create interactive ads that educate and engage consumers in a unique way.
3. Debunking Misconceptions - Companies can capitalize on the power of storytelling and visual media to dispel common misconceptions about their products or industry.
Industry Implications
1. Manufacturing - Opportunity for manufacturers to explore new materials and processes that can make synthetic grass more sustainable and eco-friendly.
2. Marketing - Businesses can leverage interactive advertising techniques to stand out in the crowded advertising landscape and effectively communicate their brand message.
3. Sports and Recreation - Companies in the sports and recreation industry can partner with synthetic grass manufacturers and promote the use of eco-friendly synthetic grass in sports facilities and stadiums.
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