Ingo: Local campaign concocted for the Meier Garden Center

Together with APG|SGA, the agency set out to find "perfectly imperfect" poster sites for this campaign for the Meier Garden Center in Dürnten and the surrounding area. Each subject was carefully matched in advance to the location and the existing sprawling greenery. The interplay between the poster and the real environment places the autumn cut directly in the target group's field of vision.

"When I received the request from Ingo, I was convinced that such poster sites didn't exist in Switzerland. The agency proved me wrong with a few sample photos," says Peer Kleinfeldt, Key Account Manager at APG|SGA Switzerland. "Some of these locations are on hiatus or cannot be 'gardened' for other reasons. So we went to great lengths to make this unusual poster idea possible and to find suitable poster sites."

The APG poster sites are normally in a well-kept condition - some were even cut during the poster site scouting. So it was important to be quick, flexible and attentive. Together with the gardening professionals, eleven poster sites were finally selected according to correct gardening criteria and the shoot was carried out with real employees and the appropriate cutting tools. JCM Werbedruck ensured that the posters were perfectly timed.

"We wanted a seasonal campaign that would make our range of services known in the region," says Christian Rauser, Head of Marketing at Garten-Center Meier. "We think the idea of merging a poster with reality as a third dimension is brilliant. And the fact that our own employees can be seen tackling the posters was very well received both internally and externally. We also received appreciative feedback from the green sector."

The campaign is being extended to social media and supplemented with interactive elements to increase its reach. Among other things, gardening enthusiasts can look forward to the "Hedge Hiding" competition: vouchers can be found hidden in hedges around the garden center.

The campaign has been running for several weeks now and will continue into the winter months, as trees and shrubs can be pruned until the end of February, depending on the species. From March onwards, it will be bird protection time again.

Responsible at Garten-Center Meier: Christian Rauser (Head of Marketing). Responsible at Ingo Zürich: Michael Gallmann, Marika Magnuszewska, Jan Saurer, Jael Abderhalden, Julia Staub (Creation), Susi Martin (Project Management), Katharina Seiler (DTP), Swen Morath (CEO/CCO).