Thursday, May 9, 2013

What will the neighbors think?


Scotts LawnService has just launched a digital campaign featuring 15 second online videos interviewing real people talking about the worst lawn on their block.  The tagline is: “Get The Lawn Your Neighbors Expect.” And the implication is that people will judge you based on your lawn. (Greenberg, 2013)

While we have discussed using the fact that some men are extremely competitive about their lawns as a consumer insight for Scotts, we have not discussed approaching those who feel differently.  So what do you think?  Can these guys be shamed into cleaning up their act?


Greenberg, K. (2013, May 2)  Scotts LawnService: What Will The Neighbors Think?  mediapost.com.  Retrieved May 8, 2013, from http://www.mediapost.com/publications/article/199447/scotts-lawnservice-what-will-the-neighbors-think.html?edition=59538#axzz2SidEE0tP

1 comment:

  1. I have mixed opinions about this concept. The first thing that comes to mind is that it doesn't seem nice to talk about someone else's lawn. I didn't like the woman describing what the lawn may feel like on her feet, etc. I'm not sure Scott's hit their target market very well. Do they think that people with 'bad' lawns will change? Its the same for people with dirty houses; they don't change! In addition, I thought it was interesting that a neighborhood would be filled with bad lawns and good lawns; maybe because I don't live in the suburbs anymore, I just don't understand. In upscale neighborhoods, all the lawns look good. Scotts seems like it caters to a higher end clientele whether its a lawn service or a competitive male. I'm not sure its going to work.

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