When it comes to high-quality garden tools, innovative tech and advanced watering systems GARDENA is the go-to brand across much of Europe. But with the sudden arrival of new competitors on the scene, its strong position within the category was being threatened. Added to that, many potential customers were being put off by the preconception that products would be complicated and arduous to install. Even gardeners whose lives could be made so much easier by GARDENA’s automatic irrigation systems were failing to understand the benefits. So when it came to promoting their new automatic irrigation system, we needed to focus on education to unlock increased adoption.
Serious garden lovers relish the rituals of gardening as much as they enjoy the space itself.
We needed to convince them to adopt a completely new way of caring for their garden while reassuring them that an automated system doesn’t mean a cold robotic approach. In fact with this new product, every plant will benefit from more bespoke care than ever before.
To convey the many talents of GARDENA’S automatic irrigation system we personified what the system does. We turned it into a unique character. A helping hand brought to life, giving all the plants in the garden exactly as much water as they need and not a drop more. Championing the complete control and personal touch this system offers, while also showing the hands-off feet-up moments it affords garden owners.
