Save your lawn

The hot and dry late summer of 2022 posed a challenge for Swiss gardeners. But it wasn't just private gardens that were affected: the pitch at the Letzigrund Stadium in Zurich was also in a desolate state due to the weather and concerts. It even became a topic in the national media (newspapers, online and TV) and fans expressed their opinions about it on social media.

How can we make targeted use of this brief moment of public attention to place HORNBACH's campaign message in a context-rich environment and further promote the campaign in the media?

Mediaplus recognises this short-term opportunity and strategically exploits the spontaneous chance to plan where relevance is highest: to give the planned Hornbach campaign «Save your lawn» more impact, the campaign message will be placed directly on perimeter advertising boards next to the affected and no longer quite so green lawns in the stadium. Responding quickly with contextual intelligence.