Foundry for Grover: With the right technology, anything goes
Foundry Berlin launches a campaign to position Grover as the brand for high-tech leasing and better consumerism. The long-term goal: to make "Grover it" synonymous with more sustainable technology leasing.
Grover launches an attention-grabbing TV campaign in Germany and Spain. Foundry created six spots for this, addressing different target groups based on their rental behavior and motivations. The campaign will run cross-media on all German and Spanish channels.
"Grover It" aims to pick up on trends that can be seen on various social media channels. The core of the campaign is based on content found on platforms such as TikTok and Instagram. Previous campaign data, customer insights and trending topics were analyzed to define the content of the communication. The results can be seen in six videos, including a manifesto video.
The company operates entirely online, which is why a digital momentum was set in the communication, through the exclusive use of vertical videos - which is unusual in advertising.
All spots will be broadcast on TV and on various online platforms in Germany and Spain. By establishing the brand name as a verb, the campaign pursues the long-term goal of making "Grover it" part of the culture and synonymous with renting technology.
Foundry Berlin was responsible from creative conception to execution. The spots were produced and directed by Sugar Rush Productions and director Ivo Mostertman.
Responsible at Grover: Tim Navis (Vice President of Marketing), Gunes Guler (Brand and Localization Manager). Responsible at Foundry: Alexander Brown (Creative Partner, Foundry NYC), Nishant John (Creative Director), Gustavo Frazão (Head of Art), Lea Kutz (Art Director), Marta Kosiorek (Account Manager), Sacha Moser (Founder and Creative Partner). Partner: Ivo Mostertman (Director), Yonca Alpaslan (Producer, SUGAR RUSH PRODUCTIONS).
