Project Plant
Communication planning brings together the art of communicating with the science of stories in society to sustain excitement and engagement. Whether programming over the short or long term, this type of planning takes worldy-awareness and wit.
Below is how planned a value-enhancing comuunications for Samsung
Making the message
(72%) of 18-24 year olds tending to mini crops or plants at home to have access to fresher food
Samsung Research
Samsung’s new indoor growing technology enabled small-space, indoor growing, which is especially appealing to indoor, urban food growers.
Exposure called us in to plan the 4-month long communications campaign that would truly unlock the potential of urban growing technology.
Project Plant was a British first, making ‘The UK's first urban-farm-to-table pizzeria’. It was a sweet combination of nature, technology and taste that wasn’t on their audience’s radar.
Matching partners + platforms
Appealing to primary and halo audiences with editorial programming across the 4 months.
Our recommendation included talent, media and influencer partners and a plan for sustaining reach and relevance.
We promised to make the to make the freshest pizza’s in London; so for the big night, we partnered with GreenLabs, an innovation centre that finds sustainable solutions to multi-facted food, water and waste challenges. And Purezza, the award-winning plant-based pizzeria.
74% of Brits state they believe technology can assist with growing our own food and plants from home
Samsung Research
Delicious Results
+88% uplift in brand tracking
203x pieces of coverage
15M impressions
Gen Z definitely got the memo. Visitors were encouraged to harvest their own ingredients of tomato, basil, rocket and mushroom before handing them over to Purezza, who cooked their pizza to perfection on-site.
Samsung connected technology was used to grow 500+ indoor crops, but more than that, consumers left with a key demonstration of how Samsung’s innovative technology could support their growing needs and pain points.
Client: Samsung
Agency: Exposure
Services: Creative strategy (development), Communications planning