Plant Life Balance (PLB) is the national consumer marketing campaign within the 202020 Vision Program, for the Australian nursery industry. Since its inception, PLB has aimed to raise awareness about the benefits of plants and to deliver a return on investment to levy payers by boosting the demand for green life.
As part of the campaign, an augmented reality greening app was developed for consumers – including the most novice of plant owners – to drive engagement online and across retailers. The mission was to widely spread the wellbeing benefits of ‘going green’, and to show how plants improve our surrounds.
To back these claims, the marketing team at Plant Life Balance worked with scientists from RMIT University and the University of Melbourne to determine the two biggest benefits of green life including how plants are good for: 1) air quality, and 2) our wellbeing.
The mobile app allows consumers to style their space, and also rate their existing ‘plant life balance’; whilst looking at a range of curated plant looks. The looks are designed to inspire consumers to put more greenery in their homes, and select the right species to create the look.