Home SMART 100 (2013) dirtgirlworld App and organic smart seeds (NSW) – 2013 Anthill SMART 100

dirtgirlworld App and organic smart seeds (NSW) – 2013 Anthill SMART 100


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This innovation came to life when…

dirtgirlworld is a kids’ TV show that celebrates nature, gardening and sustainability, inviting kids to go outside and get grubby. We wanted to use technology to get kids off the couch and into the garden. So, we devised the idea of a mobile app that works with augmented reality and special plant markers purchased with packs of organic smart seeds. The app registers the plant and then dirtgirlworld becomes your gardening companion and tells you how to grow your plant and she rewards you along the way with badges, video, music and recipes.


The purpose of this innovation is to…

In a world where kids think cotton comes from an animal and yoghurt grows on trees, the app encourages kids to explore nature and teaches them that healthy food comes from the earth, not plastic containers.

It does this by…

The app is loaded with a 3D version of dirtgirlworld that is activated when the user points their phone at the AR plant marker. The app is a comprehensive gardening companion with weekly tips from dirtgirl on how to grow and harvest your plant and rewards each stage of the journey with badges, videos, music and recipes.


This innovation improves on what came before because…

The app is a world-first innovation in teaching kids about how to grow healthy food and helping to combat the rising obesity epidemic. The technology of combining augmented reality, 3D and such rich interactive content is an engaging way to motivate kids to be active outside as well as learning how to garden with an iconic, loved character.

The benefits to the customer/end-user include…

It’s a great product for parents to use with their children and spend time growing healthy food together. The rewards built into the app provide relevant and enjoyable content for the audience to consume and then recipes to make food.


In the past, this problem was solved by…

Previous to the invention and launch of the app, the audience would need to source information about the plants they were growing or have limited info on the seed packaging. There was no fun, interactive way to engage kids in this activity, so having a single app that delivers this comprehensive experience and rewards their achievements is a great thing.

Its predecessors/competitors include…

Generally seed packs come with some gardening tips and will most likely offer some additional text and image content on a web site.


This innovation is made for…

Our target audience is preschoolers, their parents, teachers and carers. The TV show is very popular in Australia and is viewed by approximately 300,000 fans each day. Our target market is expanding with the launch of the organic smart seed range as the product and its benefits are very appealing to gardeners outside of our target demographic.


It is available for sale through…

The organic smart seed range is available through Big W stores nationally and sold online via dirtgirlworld.com. The app is available for free download via iTunes.

Our marketing strategy is to…

It was key to get national distribution of the smart seeds and the innovation of the App and the great reputation of dirtgirlworld helped us to achieve this. To launch the product, we partnered with schools around Australia on World Planting Day and gave them seeds and growing kits. We also did various online promotions with our Facebook fans.


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This SMART 100 profile and the information it contains is a duplication of content submitted by the applicant during the entry process. As a function of entry, applicants were required to declare that all details are factually correct, do not infringe on another’s intellectual property and are not unlawful, threatening, defamatory, invasive of privacy, obscene, or otherwise objectionable. Some profiles have been edited for reasons of space and clarity.