“Knowing that 30 SECONDS operates in a low-interest category, we needed to get people’s attention and stand apart from competitors."
30 SECONDS Outdoor Cleaner has unveiled its new creative platform with an integrated campaign via Connecting Plots and Co.gency, starring two potty-mouthed garden gnomes, Gneil and Gnoelene.
Tasked with creating an enduring creative platform and through-the-line brand experience, the activity has been developed by Connecting Plots to bring a unique and relatable identity to the New Zealand brand within the Australian market.
The creative platform ‘Let’s Clean Things Up’ champions the satisfaction of seeing a specialist cleaner at work, bringing a fun and unashamedly Australian spin to an otherwise low-interest category.
At the heart of the campaign are the loveable, stubby-wearing and house-proud gnomes Gneil and Gnoelene, two no-nonsense ‘Spokes-Gnomes’ on a mission to show home loving Aussies how to clean things up - in their own inimitable way.
Giving the brand a distinctive, slightly potty-mouthed tone of voice, Gneil and Gnoelene act as a cohesive branding device throughout the 30 SECONDS brand and customer experience ranging from video, OOH, radio, social, digital and website through to in-store activations, sales collateral and internal communications.
The campaign has been developed in collaboration with media agency, Co.gency, with client, creative and media working closely together since the onset of the campaign.
30 SECONDS’ CEO, James Pearson, said: “While we’ve established a strong footprint within hardware retailers, the task has now turned to cementing 30 SECONDS as the go-to outdoor cleaner in the minds of Aussie consumers. That’s why we turned to Connecting Plots to build the brand and create consistency across our entire brand experience.”
Connecting Plots’ co-founder & CEO, Tom Phillips, said: “Knowing that 30 SECONDS operates in a low-interest category, we needed to get people’s attention and stand apart from competitors in every single impression, from radio through to pallet wraps. Gneil and Gnoelene are already doing just that with their colourful turn of phrase.”
Co.gency managing partner, James Currah, said: "It has been a pleasure to work hand-in-glove with both 30 SECONDS and Connecting Plots from the initial brief. We explored a range of media options to find the right balance of reach and impact for the creative platform. I’m excited to see Gneil and Gnoelene come to life in dierent ways across each of these channels.”
The new campaign launches this week with a series of extensions and innovations planned for the loveable characters into 2024 and beyond.
Credits
Client: 30 SECONDS
Chief Executive Ocer: James Pearson
Marketing Manager: Nicole Oliver
Creative Agency: Connecting Plots
Creative Partner: David Jansen
Creative Director: Chris Johnson
Art Director: Jonti Groth
Integrated Strategy & Planning Partner: Tim Collier
Group Account Director: Kate Bradfield
Account Director: Rosa Trinh Thu Raz
Senior Integrated Producer: Bonnie Ledsam
Design Director: Joe Davies-Grith
Senior Designer: Kubi Vasak
Senior Motion Graphic Designer: Vic Rodriguez
Motion Graphic Designer: Gerry Buzzo
CEO: Tom Phillips
Media Agency: Co.gency
Managing Partner: James Currah
Managing Partner: Scott Stephenson
Head of Digital: Davin Marcello
Senior Digital Account Manager: Rebecca Murdoch
Media Coordinator: Charlotte Erby
3D Gnomes - Limehouse
