| Title | THE PARTY GARDEN |
| Brand | YATES |
| Product / Service | GARDENING PRODUCTS |
| Category | B02. Consumer Products |
| Entrant | OMD FUSE Pyrmont, AUSTRALIA |
| Entrant Company: | OMD FUSE Pyrmont, AUSTRALIA |
| Media Agency: | OMD FUSE Pyrmont, AUSTRALIA |
Credits | |
| Name | Company | Position |
|---|---|---|
| Alistair Henderson | OMD Fuse | Director, OMD Fuse |
| Kate Sutton | OMD Fuse | Communications Director |
| Leanne Myliotis | OMD | Account Director |
| Anthony Damianakis | Vokyo | Executive Producer |
| Will Odillo Maher | Vokyo | Series Producer |
| Nicholas Price | Vokyo | Director |
| Myfanwy McGregor | Frank PR | Managing Director |
| Sam Pearson | Frank PR | Account Manager |
Suddenly gardening meant something to our mums and dads. The show had a cumulative audience 25-54 of 250,000. Print and PR took the campaign's total reach to 5m+ people. Of those who watched the show, 67% were more likely to 'give gardening a go' and 74% were inspired to entertain in their garden. An investment of A$870k yielded $2.5m in media and PR value and regular LifeStyle viewers who said they had bought a Yates product in the previous three months grew by over 60%, from 29% in 2008 to 47% in 2009. It seems everyone loves a garden party!
We created 'The Party Garden', a TV series that tells the stories of six Aussie outdoor entertainers, six parties, and six simple garden makeovers. The series shows our outdoor party-lovers how to create a space for kids party games; grow fruit for cocktails and create a perfect atmosphere for an outdoor dinner party. The format allowed Yates' product integration to be totally natural and an important part of the show's education role. With a production partner on-board we approached LifeStyle Channel and negotiated a primetime slot. The fully integrated campaign included: - TV promotional spots including 90-second episode cut-downs to extend TV reach - Advertorials in magazines where we repurposed the TV stories for print - PR to drive TV ratings and exploit the newsworthiness of the campaign - Online for full episode downloads for PC and iPod and episode fact sheets - Events and a consumer promotion
There's nothing sexy about gardening products! And if you're not into gardening, you don't buy gardening magazines; watch gardening shows, or care about garden product ads. Australia's leading gardening brand, Yates, had plenty of customers 50+. But not enough of a younger group: urban mums and dads. Our challenge was to help this group overcome their indifference to gardening and give it a go! It wouldn't be easy! 30% of the 50+ group know their roses from their rhododendrons, but only 14% of our younger target feel knowledgeable in the garden. We went into backyards in search of an answer. We found our mums and dads really LOVE an outdoor party, from kid's birthday parties, to the great Aussie BBQ. And with everyone in their garden, they feel very special. If we could show them how to have a great garden party, we could get them gardening.