Skil targets the DIY handyman with its Gotta Gunna get round to it one day campaign
Twenty20 Communications has supported the relaunch of Skil power tools in Australia andNew Zealand with a new campaign targeting DIY novices.
It is based on adiscovered truth – everyone has a list of jobs they’re always ‘Gunna’ getaround to doing, but never do. The campaign theme, ‘Gotta Gunna? Getta Skil’ was launched via a targeted mediacampaign across a number of customer touchpoints – outdoor, print and online.
The Skil Australia team was very happy to be working with Twenty20, saying the’Gunna’ approach really hit the mark with their target consumers.
Click below to view the full campaign:
They said the launch campaign was in good hands, with Twenty20 developing a conceptthat was both creative and engaging.
Bosch acquired Skil in 1996, which presented Twenty20 with the challenge of positioning Skil power tools in a way that would not take market share fromBosch.
“The idea was to sell Skil as a tool aimed at traditionally non-DIY types, the novices of the tool world,” said Twenty20 Director Rod Curtis. “By doing so, Skil could capitalise on the expanding retail hardware market without affecting Bosch sales.”
7 Comments
Good. Better. Bosch anyone?
Funny thing is, you only need an allen key to tighten up that unit.
I’m gunna stop buyin’ crap from IKEA.
Someone should tighten the screws on the agency.. That ad is crap.
is there a reason why the ‘Gonna’ in the fence ad isn’t highlighted in red like the others? maybe because the who campaign was cracked and executed in 2.3 mins. Compared to those spots that BMF did a while back for Ryobi with the cut up surfboards, these as broken and need fixing, badly.
Nice category job. Works just as well as “Gotta Gunna? Getta Drill.”
Perhaps this agency doesn’t create ads with the target market of other ad agency creative ‘know-it-all’s’ in mind, but rather the actual target audience the product is intended for…?! That’s novel!
Yep, more hatin’…
Whod’a thunk?
That seems like all the internet is actually good for for some people.
I’m sure you’re all doing so much better work.