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Digital boost for Hozelock

Published: 15 April 2008
Watering, spraying and pond equipment leader to educate consumers with interactive microsite.
Hozelock is to boost its presence in the automatic watering market sector with a digital campaign around the Aquapod automatic watering system.

The UK's leading manufacturer of watering, spraying and pond equipment will use a summer campaign to educate consumers about the benefits of automatic watering.

Created by marketing agency WAA, the simple message is convenience and a reduction in water consumption.

The campaign includes an interactive microsite, online advertising, search engine optimisation (SEO), pay-per-click (PPC) and online PR.

The campaign also has a flexible strategy so that it can be scaled up or down depending on the weather.

Simon McArdle, marketing manager at Hozelock, said: "There's a common misconception that automatic watering systems are too complicated for an average home gardener.

"But the reality is that they are an excellent and straightforward way to care for containers and hanging baskets - even if you're away on holiday."

WAA head of digital Chris Tomlinson said: "Our aim is to raise awareness and understanding of the product in order to drive sales. The beauty of using digital for this campaign is that we can quickly and easily tailor activity to make the most of hot, dry spells this summer."

As part of its drive to spread watering wisdom, Hozelock will be demonstrating Waterwise-approved water saving techniques and launching new products at this year’s Chelsea, Harrogate and Malvern spring flower shows.

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