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Grover: Making a brand part of culture

Client:

Grover

Company size:

500+ employees

Scope of work:

Creativity & Campaigning / Growing Unicorns / Social Booster

When GROVER and FOUNDRY kicked off the new international marketing campaign mandate, the team quickly focussed the objective to position the brand as a lifestyle brand, where high tech-leasing means a better life lived.

Foundry and Grover found a common purpose in the mission to be the change they want to see in the world. And that set off a beautiful and productive creative partnership that resulted in a powerful and exciting new campaign – ‘Grover It’. The campaign consists of six television spots, per market, and has been launched on TV in Germany and Spain.

‘Grover It’ was born entirely from a digital mindset, tapping into trends seen on various social media channels. The heart of the campaign leans into content that is enjoyed on platforms such as TikTok and Instagram.

The campaign was built with core data and insights, past campaign data, customer insights, and trending topics to define the content of the ads. Leveraging that into an exciting brand expression through short social media inspired, vertical videos for a horizontal screen.