Always looking for a functional benefit to promote their premium-priced Turf Builder brand, Scotts was able to document that a fertilized lawn uses water more efficiently and needs it less often than an unfertilized lawn. No small thing given all the regional droughts and water restrictions.
So we explored a lot of ways at it, including a symphony of lawn sprinklers, advertising on local water towers and an educational campaign on water-efficient homes. But our favorite was “The Sprinkler Dance” which showed homeowners reviving the 80’s dance craze on their own front lawns.
This effort included television, video banners, in-store POP with a live dance camera that was promoted on weekends by local radio stations, a website with dance uploads posted by homeowners, tshirts for every purchase, and messaging on Scotts' lawn service fleet.
It was also a big hit having the company executives dancing on stage at the annual stakeholders meeting.