Scotts Boasts Green Grass Lawns That Can Be Used as Green Screens
Laura McQuarrie — September 23, 2016 — Marketing
References: en-ca.scotts & adweek
As part of its efforts to promote its Turf Builder Green Max as a product that produces vibrant green grass lawns, Scotts set up a humorous advertising stunt.
Scotts Canada's newest commercial shows its pristine green grass lawns being used as fully functional green screens. To further emphasize that this is not just some clever TV magic, Scotts also worked with the Rethink agency to set up a few live-action demonstrations of its grass-turned-green-screen in action. After laying on the grass, people were able to make themselves part of rock climbing experiences, desert vacations and narrow underwater shark escapes.
The film-inspired campaign was launched at the same time as this year's Toronto International Film Festival, targeting a variety of movie-goers and cinema connoisseurs.
Scotts Canada's newest commercial shows its pristine green grass lawns being used as fully functional green screens. To further emphasize that this is not just some clever TV magic, Scotts also worked with the Rethink agency to set up a few live-action demonstrations of its grass-turned-green-screen in action. After laying on the grass, people were able to make themselves part of rock climbing experiences, desert vacations and narrow underwater shark escapes.
The film-inspired campaign was launched at the same time as this year's Toronto International Film Festival, targeting a variety of movie-goers and cinema connoisseurs.
Trend Themes
1. Green Screens - Opportunity for companies to promote their product by showcasing its ability to be used as a green screen, similar to Scotts Canada's latest campaign.
2. Ad Stunts - Opportunity for brands to create unique and humorous advertising campaigns that engage their target audience, like Scotts Canada's recent special effects gardening ad.
3. Product Functionality - Opportunity for brands to showcase the versatility of their product to appeal to a wider audience, like how Scotts Canada demonstrated their Turf Builder Green Max's ability to be used as a green screen.
Industry Implications
1. Lawn Care - Companies within the lawn care industry can leverage the green screen trend to differentiate their products from competitors, similar to Scotts Canada's Turf Builder Green Max.
2. Advertising - Ad agencies and brands can incorporate unique and humorous stunts into their campaigns to engage and attract their target audience, similar to Scotts Canada's special effects gardening ad.
3. Film Industry - Film festivals and movie theaters can collaborate with brands like Scotts Canada to create interactive experiences for their audience, boosting engagement and brand awareness.
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