Victa launches new national ‘Lawn in the City’ integrated campaign via Sponge Agency, Sydney
Sydney based Sponge Agency has produced a national integrated campaign for Victa’s new 18V range of power garden tools, which launched in January.
The campaign builds on the successful brand proposition campaign ‘Rediscover Lawn Joy’, launched in August 2018.
The TV and digital campaign is targeted at a younger, tech savvy audience who typically have smaller gardens and lawns. The lightweight 18V range makes sharing the garden chores ideal for all family dynamics. Set to a cool soundtrack, the TV commercial features a young couple as they happily go about preparing their backyard garden for a BBQ with friends.
Briggs & Stratton Australia, manufacturers of iconic Australian brand Victa, briefed Sponge to develop an innovative campaign to consolidate the brand’s position as leaders in the power garden tools category. The new range of 18V lithium battery powered tools, including a mower, line trimmer, hedge trimmer and blower, are lightweight, more compact and designed for smaller properties, common in the inner city areas across Australia.
Finished in a bright signature blue, a fresh representation of the brand that reflects the needs of modern day living, the campaign addresses the changing nature of today’s property market as well as lifestyle and relationship dynamics.
Prior to the national release of the TVC, Victa posted the commercial to loyal followers on Facebook and was rewarded with high engagement and advocacy for the new products.
Laura Clarke: Marketing Manager, Turf and Consumer Products Group
Mark Sykes and Cec Parnell: Sponge creative team
Lufe Siqueira: Director
Joseph Macedo: DOP
Johnny Simon: Agency Producer
Shirley Brown: Sponge Strategic Director
Hannan Hanna: Account Director
21 Comments
This must be a new meaning of the term “innovative campaign” that I’m previously unaware of… (shudder)
Hahahahahaha this is so shit.
Hey Sping Agency, thanks for sharing your work. I’m sure many hours went in to this, nice to see things on here that are different.
I’m sure @hahahahaha and @truth be told will share there work on he hopefully soon.
Or just Tools?
My favourite part is the girl dancing in high pants as she uses the thingy thing on the leafy twigs, book those seats to Cannes lads!!
THIS is what I call an ad!
WOW! this is just a big pile of shite! You can see that Brendon Easlake, love this and Fuck Yeah! just work there or know the owners. As Victa’s marketing manager, I’d be asking for my money back or I wouldn’t be paying for that invoice. Also, let’s define innovative, please.
I like the bit where he mows the lawn that has already been cut. This attempt is about as plastic as the mower guys.
Insight – People LOVE to garden.
Idea – Celebrate people’s love for gardening with zany dances.
Safe to say, they nailed it. This is awesome.
@ Spouge. Not the sharpest knife in the drawer are we?
but for the love of god why would you put your name on it?
Can sponge soak up so much hate?
cringe.
I’ve spouted some gold-plated steaming bullshit to push an ad in my life, but selling cyan as “a bright signature blue, a fresh representation of the brand that reflects the needs of modern day living” would require a week volunteering in the soup kitchens to go even half way to make up for that sin.
Bwahahaha! That comment’s absolute gold! And so right!
Just. Yuck.
@ Love this: I’m actually pretty smart, I’ve won some awards with real campaigns and I’ve worked across global brands and in good advertising networks and this is just rubbish. Now, judging by this “innovative campaign” and the fact that you work there, not sure if you can say the same.
Trolling or just immune to sarcasm? Hard to tell…
@ @Spouge After 15 years in the industry, what do you think?
Oh, what have you done, Sir???
This ad totally turns me off Victa products. That forced “young and groovy” bumping bums, dancing with her phallic-extension leaf blower… oh, so annoying. Well, I’m old and grumpy…and I mow a big lawn. I”ll do everything to avoid your products.