Creating brand magic in a national TV first
Tackling brand awareness and consumer engagement
STIHL are a big brand. They're the world's biggest seller of chainsaws and a garden power tool leader. Yet, there's a good chance that you or your friends have never heard of them unless you are a bit of a green-fingered enthusiast. The big challenge for BWP was to produce a campaign that would not only speak to their existing customer base, but positively introduce STIHL into the minds of new audiences to create the next generation of brand advocates on a mass scale.
National TV campaign
Launching on 1st July 2017, we launched STIHL's first ever national TV campaign:
The ads, inspired by the Sorcerer's Apprentice, found a creative way to demonstrate the breadth of STIHL's tools in an engaging, humourous way with a notable soundtrack. Amazing VFX brought the tools to life including chainsaws, hedge trimmers and a robotic mower.
Rod Kavanagh, BWP's Creative Director, talked about the approach:
“Our main focus when creating this film was emotion. We wanted something that would make people smile, partly through memories of a famous mouse and a chaotic mop, while also showing that it’s possible to get professional results in the garden no matter what ability you possess.”
It’s not all about selling, it’s about making people want to buy. It’s a fine but important distinction. We wanted consumers to feel something.Rod Kavanagh, Creative Director
Ad spots, sponsorship and the digital journey
In order to acheive broadscale national awareness, we were able to deliver a media solution that provided STIHL with an always-on sponsorship strand across four UKTV channels - W, Drama, Eden and Yesterday - whilst also selecting 'hero' traditional ad spots on Channel 4 and UKTV's channels to showcase the main creative. Launching as the first ad during the Autistic Gardener, the 60s variant has also played out during relevant shows such as Phil Spencer's Find Me A Home.
A purpose-built microsite - stihl-magic.co.uk - directed traffic via YouTube TrueView, PPC and Retargeting to further campaign content, dealer searches and the opportunity to collate data via a prize draw.
The big challenge for us is raising awareness of the brand as a genuine domestic product with consumers on the widest scale. I’m delighted with the campaign and I’m sure we’ll have a new army of STIHL fans very soon!Simon Hewitt, STIHL Head of Marketing