Dreary Monday morning. When suddenly...
RING RING!
"Joe, I need an ad for Garden Asia magazine!"
It was our beloved client, Zam from Secretani. (For the uninitiated, Secretani is an organic spray to enhance plant growth.)
"Ohhh-kay. When is it due?"
"Erm...tomorrow."
WAH-LAU-WEH.
Welcome to CC+J Adhaus, where creativity isn't sold in juice, but buckets.
So first things first, we gathered the brightest minds in CC+J, ahem ahem, and sat down to discuss who we wanted this ad to speak to, and how. Originally, we had planned for the complete brand identity to be defined this week, but now had to do a quick one based on gut feel and simple research.
Eventually, we narrowed the audience down to 2 groups: gardening enthusiasts who spent hours daily caring for their plants, and casual gardeners who kept a few potted plants at home just for greenery.
As the product was new and without A&P yet, it made more sense to go for the former group. The ones who would actually seek out the best fertilisers for their plants, and understood the joy of seeing them bloom.
And of course, what did this group want to hear most? 'Enhanced plant growth' was a powerful proposition, but difficult to convey in a print ad without credible facts to back up. 'Convenience' was too flimsy as well; hardcore plant lovers wouldn't mind if they had to move mountains for lovelier plants.
As we probed deeper, the answer became apparent enough: what users really wanted was a natural, safer alternative to common fertilisers. By sharply highlighting the contrast between the organic and synthetic, here's the final ad we came up with:
And all's well ends well... The client loved it! Another day saved, by the CC+J team. =p
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