Hozelock hands digital brief to WAA

01st Apr 2008

The UK's leading manufacturer and distributor of watering, spraying and pond equipment, Hozelock, has appointed WAA to create an integrated digital campaign for its Aquapod automatic watering system this summer.

Activity includes development of an interactive microsite (www.hozelock-aquapod.com), rich media online advertising, SEO, PPC and online PR for the Aquapod, as well as designs for a packaging refresh. WAA has engineered a flexible strategy that will enable the campaign to scale up or down according to the weather, maximising Hozelock's budget.

Hozelock's objective is to educate consumers about the benefits of automatic watering whilst positioning the Aquapod as the best system on the market. The campaign highlights the product's ease of use and simplicity which mean people can spend less time working in the garden and more time enjoying it. Using an automatic system can also cut water consumption by up to 90 per cent. 

"There's a common misconception that automatic watering systems are too complicated for an average home gardener," says Simon McArdle, marketing manager at Hozelock. "But the reality is that they are an excellent and straightforward way to care for containers and hanging baskets - even if you're away on holiday. WAA has devised a robust framework of creative activity that captures our brand essence and enables us to focus our spend effectively."

"As one of the UK's favourite gardening brands, Hozelock is in a good position to capture the market for automatic watering," says Chris Tomlinson, head of digital at WAA. "Our aim is to raise awareness and understanding of the product in order to drive sales. The beauty of using digital for this campaign is that we can quickly and easily tailor activity to make the most of hot, dry spells this summer."