Young & Laramore for Scotts LawnService

This spring, Indianapolis-based advertising agency Young & Laramore (Y&L) and Scotts LawnService are introducing a new, all-digital campaign, that combines audience targeting with creative and engaging advertising to redefine banner and pre-roll advertising as we know it. 

 

Only a few years ago digital campaigns were the first to be cut from the media plan, but now that the paradigm has shifted, national brands like Scotts LawnService are foregoing TV and radio for digital-only campaigns that bring together strategic insight, compelling creative and advanced targeting. The goal is to engage audiences online in time for their spring and summer lawn care needs.  

 

 

 

With this new effort, Scotts LawnService takes a human, humorous approach, presenting consumers with “The Opinions Next Door”— revealing that neighbors do talk about and complain about their neighbor’s neglected lawns. The new campaign is built around Y&L’s insight that consumers view their lawns through their neighbors eyes. 

 

“We found that there’s a huge contingent of people out there that realize they’ll never have the best lawn in their neighborhood. Instead, they’re simply motivated to avoid having the worst lawn on the block,” said Tom Denari, President of Y&L. 

 

 

 

The creative highlights the tagline, “Get The Lawn Your Neighbors Expect,” using simplicity and humor to appeal to the brand’s audience. The editorial approach of the advertising helps to elevate the work beyond the hawking of products and services (a common approach in this space), while encouraging consumers to share their own anecdotes about their neighbor’s lawns.

 

Scotts LawnService is embracing a progressive digital strategy that invests in the potential of underutilized digital media forms—geographically targeted banner ads, social promotions and pre-roll content. Direct mail will continue to play an important part in the brand’s efforts. 

 

“Although banner ads often get a bad rap, there is so much more agencies and marketers can do to develop more creatively compelling content to drive engagement and conversion,” said Denari. “U.S. consumers were exposed to over 5.3 trillion display ads in the past year alone. Breaking through on one of these underrated platforms holds great potential for using creativity to reach a targeted audience, thereby helping to maximize a marketing budget.”

 

View the remaining banner ad work at: http://press.yandl.com/sl/2013/