Scotts: grass seed
How do we get the general public to care about having green grass, when the general public aren't passionate enough to keep it maintained in the first place?
Google Earth can see your grass from space, and so can Scotts. We've all used it to see our neighbour's garden and look somewhere in the world we've never been. But most importantly, we can use it to tell you how green your grass is.
Targeted DM will be sent to each household in the country, showing them a picture of their grass from space, with an attached tester of grass seed that lasts eight weeks.
We'll use the shades of green to create a version of Google Earth in Pantone