Since 2011, we have been working on developing a long-term concept for landscapers together with VLAM, the Flanders Agricultural Marketing Board, always highlighting the impact of the landscaper’s work. A tidy garden, plants sprouting up everywhere, relaxing in your garden or romping around in the grass: the array of landscaper effects is endless.
The ‘Tuinaannemereffect’ or landscaper effect is the signature we developed for the campaign for Flemish landscapers. The logo serves as an umbrella for all the messages. We highlight various specific benefits of hiring a landscaper and having a garden in every campaign we produce, from rational (the landscaper’s expertise for example) to purely emotional (the enjoyment and pleasure you get from your garden).
Anyone can hire a landscaper, regardless of the size of their garden. You don’t need a gigantic garden to fully enjoy it. After all, a small garden or a city garden can just as well create the illusion of an oriental garden or a garden in Provence. And that is exactly what we sought to convey with our campaign on national radio and on social media: because with a little help from your friendly landscaper, you can really transform your garden into a place you can fully enjoy.
Sometimes the only way to overcome prejudice is by referring to it plainly and squarely. That is why we always make a point of mentioning in our ads that there is a landscaper for every garden and every budget. And of course, it’s all about the garden experience too. That is why the online ads show people enjoying a drink, a book or a barbecue in what essentially looks like an exotic garden. After some ingenious camera work, the viewer realises the garden is just around the corner. Our way of showing that every garden stands to benefit from a little love and a good landscaper.
A highly effective campaign!