EVENT / SOCIAL / PR / DIGITAL / PROMOTION
Despite significant TV support, Aerogard was in decline and brand tracking showed the historical emotional connection was weakening.
Our task was to reaffirm the latent loyalty and rebuild the emotional connection. So knowing that one of the strongest emotional bonds is shared family experience, we put Aerogard at the heart of a movement that brought families together.
Gramping. The camping movement that got grandparents, parents and the grandkids together in the great outdoors, with the invaluable help of Aerogard to keep away the inevitable mozzies.
Launched with a nationwide ‘Grampout’ night driven by PR and influencers, the movement continued with digital content and camping prizes, inspiring families to get together in the lead up to the Aerogard 50th anniversary celebration event: the Great Gran and Grampout on Cockatoo Island.
The event was attended by 466 families, with live TV and radio coverage. The overall campaign delivered 3x the target sales uplift and led to Aerogard’s highest market share growth in 5 years