MORE LIFE SHOULD BE LIVED OUTSIDE
THE GRASS IS ALWAYS GREENER...
PLANTING A LAWN FULL OF MEMORIES
Making meaningful connections with humans requires emotion, something the lawn care industry was sadly lacking. Our vision helped TruGreen reimagine the possibilities of the role their brand could play in the lives of families—well beyond weed care and fertilization. With a total brand relaunch in place, we put our spring campaign into launch mode. It was no easy task, as spring launches in different regions at different times and local growing and soil conditions make customized services necessary, down to the block level. To create these highly tailored experiences, we worked with IBM Watson to craft thousands of individual messages and lawn tips based on customers’ individual needs. We showed each of TruGreen’s millions of customers that the lawn could be a powerful place for human connections and memorable experiences suited to their unique needs. And by demonstrating the real benefit of a healthy yard, we transformed their lawn from a functional field of grass to a destination for life’s happiest moments.
“We view our Publicis Hawkeye team as an extension of our marketing department. Our relationship is a real partnership, and their insight has been invaluable as we’ve worked together to create more meaningful connections with our customers that ultimately impact purchase consideration, brand preference and brand loyalty.”