New outdoor plants campaign: From Grey to Green
Expected to run in April in the Netherlands and Germany
Make your surroundings greener, even if you have limited outdoor space. This is the key message of the new long-term outdoor plants campaign from the Flower Council of Holland (FCH). FCH is launching the campaign at the start of April 2021 in the Netherlands and Germany under the impactful slogan From Grey to Green.
The idea behind From Grey to Green is to inform consumers about greenery’s ability to inspire, and to encourage them to buy outdoor plants, not just for their own balcony or garden this time, but also for the ‘shared’ public spaces: front walls, roof terraces and sidewalk green/garden patches. This is a concept that fits with the current zeitgeist and the need for more greenery. Greenery makes people happy, combats summer heat, and absorbs excess rainwater. But greenery does more than this. By working with your neighbours to make your neighbourhood green you also get to know other residents, make new connections, and therefore feel (even) more at home in your neighbourhood.
High-profile campaign
We are developing this long-term campaign with partners including the Royal FloraHolland outdoor committee. The message will be communicated in a high-profile way, where we are not afraid to make strong statements whilst adopting a more light-hearted approach.
Persuasive stop-motions
How will this work? We will reach and persuade consumers with three eye-catching images with different messages:
- Plant away the grey
- Bushes over bricks
- From bleak to chic
Alongside these images we are also producing three stop-motion videos in which a street or building is transformed from grey to green. This is a persuasive way to show the inspiring nature of greenery. These mini videos can be used online or through Digital Out of Home (DOOH).
To do in the coming period
We’ll be working with our media agency to decide on the most effective use of resources for the focus countries. We are also investigating possible shopper activation opportunities, and we are talking to partners who communicate the same message.
Want to know more about this campaign?
We are currently busy clarifying the campaign plans, but if you are already keen to find out more then please contact Chanel de Kock, country manager UK at c.de.kock@flowercouncil.co.uk
