Raising sales for Holland’s best indoor hydroponic fertilizer.

Without raising any eyebrows.

A 740 strong crowd from the Western Australian Advertising and Media industry convened at Crown Towers on Friday, 12th April to celebrate the best advertising campaigns for the year.

Digital Loop and VICE won the Best Digital Media Campaign for their work with Reiziger and the Vice Grow Room.

The challenge

Since 1984, Reiziger has been the international gold standard forthe world’s most discerning hydroponic plant craftsmen. Good, honest hydro growers in Australia had been dying to get their hands on this product for years. Particularly a growing audience of young, entrepreneurial men and women with a curious interest in cultivating plants in a completely enclosed, indoor environment. Unfortunately, it was hard to talk about this amazing product, to this particular target audience, without giving people… the wrong idea.

The solution

So we built a 12-month science project instead. We partnered with youth media company, VICE to build a custom Grow Room, right in the middle of their Melbourne HQ. With this incredible feat of engineering intact, we set about growing as many (100% legal) plants, herbs and edibles as possible, with livestreamed events, custom video playlists and more to promote the Grow Room experience.

It was the perfect way to create buzz. Erm, without the fuzz.

Over 420,000 views and counting.

Check it out at Vice right now: CLICK HERE