STIHL appeals to New Zealand’s budding gardening addicts in new campaign via True
The latest incarnation of STIHL’s “Charged for Life” platform developed by True, shows a Kiwi gardener struggling with his pruning addiction. He’s discovered what so many other Kiwi Gardeners have: that once you discover the addictive power of a STIHL battery pruner, it’s tough to stop.
The strategy was to use the STIHL GTA Pruner series as a Trojan Horse to get people addicted to gardening – and to the STIHL range. After all, if something as small and light as a STIHL GTA 26 can make short work of a branch, how intimidating can it be?
Says Stace Hall, Head of Marketing NZ, Head of Brand Marketing Oceania, STIHL: “When someone gets started with a STIHL Battery Pruner, they’re more likely to come back and buy another STIHL. They’re the ultimate gateway tool, and they’ll be with you week after week, season after season. This campaign is all about how you just can’t put them down.”
The video assets were directed by comedy director James Anderson.
Says Jess Reihana, Senior Creative, True: “Casting was key to this one, and James found a great bunch of talent. A brilliant lead, a young girl with loads of attitude, a cop who looks like she just stepped off Police 10/7, and a dog that could tilt its head on command. We ended up with some funny spots that celebrate the weekend warrior spirit.”
The campaign will be rolling out across BVOD, social, and outdoor.
Creative Agency: True
Production Company: Two Heads
Director: James Anderson
Sound Company: Liquid Studios
Media Company: OMD
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