Marlux

We devisedde Mooiste Tuin van Vlaanderen: a contest with a chance to win a personalized garden plan worth € 2,000 as well as Marlux products worth € 5,000. A nice budget to turn a run-down garden into a dream spot.

With a striking before-and-after campaign image, we showed how you can transform your garden with Marlux. For the handsome after image, we had more than enough material from Marlux. But an image of the original state of the garden was missing.

So for the first image, we turned to AI tools. Stable Diffusion, combined with the Controlnet extension, was the perfect tool for this assignment. We manipulated an existing photo of a beautiful garden into an image that is very close to reality, yet exudes the somber and neglected atmosphere we were looking for.

To enter the contest, you had to submit a photo of your garden or patio. In doing so, we chose a double contest mechanism: in addition to a jury winner, there was also a public winner. By recruiting votes, participants could increase their chances of winning and we could maximize the visibility of the contest on social media.

Our goal was to reach 1,000 entries. So we set up a social media campaign that initially called for people to enter the contest and further down the funnel inspired people with ideas around landscaping.

After 3 days the counter was already at 300 entries and after 2 weeks we exceeded our goal: 1,300 entries. So it was time to adjust the social media campaign. We took the contest communication out of the mix and focused on inspirational ads. And the winners? Those were the gardens of the families Scherrens from Kalken and Hendrix from Dilsen-Stokkem.

After a successful first edition, we decided to repeat the competition and even expand it to de Mooiste Tuin van België. This time the emphasis is on sustainability. After all, we all want to live more sustainably, but often forget that our (front) garden can also play an important role in this.

That's why participants can now win an ecological makeover, with Marlux products worth €5,000 and a plan for construction. Winners will have a choice of numerous permeable clinkers and tiles. These are not only good for the environment, but also easy to combine with other Marlux products. In this way, we highlight both Marlux's sustainable focus and its status as a total solutions provider.

For the campaign, we again worked out a pre-image with AI, this time of a front yard refurbished with ecological paving. We also opted again for a double contest mechanism with a jury and a public winner to increase the impact of the social media campaign.