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Starcom relaunches Rolux Magnum

20 Jan 2004

Rolux Magnum was once a household name in South Africa, but they have been out of the market for some time and the growth of gardening services has seen them lose massive market share. Starcom was tasked with the relaunch of the brand into the local market.

The marketing campaign had to increase sales and re-establish credibility with retailers. Starcom's consumer insights were that:

The Rolux consumer is more likely to be an Afrikaans male who uses his lawnmower on a Saturday morning, as he watches sport in the afternoon (especially rugby).

The machines are predominantly sold in Gauteng and the Western Cape.

The purchaser knows a lot about flowers and gardens, and regularly visits his nursery to buy new stock.

His garden is his showpiece, and a reflection of himself.

With these factors in mind, Starcom came up with a campaign aimed at putting Rolux Magnum at the top of their consumer's shopping list rather than simply top of mind. TV Commercials were flighted during the main rugby games of the year, and on the big screen in the four major rugby stadia. A heavy radio presence was maintained on Saturday mornings on the two largest radio stations in Gauteng and the Western Cape. Promotions were also organised in major nurseries in these provinces.

The fruit of this holistic campaign was added value to the client. Despite an early summer drought, orders for the product were significantly increased. Based on this success, the client added an additional 75% to the budget, proving that the grass can be greener.

Editorial contact

Owlhurst Communications
Vanessa Knowles
Tel: 011-884-2559