AEG Powertools asks tradies to endure powerful claims in new campaign via Fenton Stephens
To help AEG Powertools promote its End of Financial Year offers, Fenton Stephens has created a series of online contents pieces featuring live stunts and challenges ranging from powerful to shocking, from disgusting to outrageous.
The videos feature regular people who have made a ‘Powerful Claim’ that they then perform on camera – like attempting to eat the world’s hottest chillies. The videos then show the other “Powerful Claims” on offer: the retail kits available from AEG Powertools.
Embracing the YouTube format, the videos grab attention within the first three seconds and cut straight back to the action to keep viewers engaged and entertained. From here, viewers can stick around as long as they like – to watch the pain, panic and general pandemonium that ensues.
Says Sean Birk, digital creative director, Fenton Stephens: “It’s no longer just enough to interrupt viewers with retail messages. So we wanted to engage our audience, on the medium that most tradies have right in their hand: their mobile.”
Says Kon Romios, national marketing manager, Techtronic Industries: “The End of Financial Year is a competitive time for brands and success takes more than just a great offer. We wanted to find a way to entertain our audience while delivering a strong retail message that stayed with them.”
The video content forms part of a larger integrated campaign featuring a new website, retail TV and radio advertising.
Says Alex Fenton, creative director, Fenton Stephens: “We created the content for this campaign working with the client’s in-house facilities – so from the start, we took an agile approach to the brief.”
Client: Techtronic Industries
National Marketing Manager: Kon Romios
Brand Manager: Rochelle Behnane
Digital Marketing Manager: Marcus Lee-Steere
Creative Agency: Fenton Stephens
Creative Director: Alex Fenton
Digital Creative Director: Sean Birk
Copywriter: Jess Wheeler
Art Director: Guillermo Carvajal
Head of Online Design: Stephen Lay
Senior Digital Designer: Daniel Dean
Planning Director: Simon Antonis
Group Account Director: Josh Collins
Account Manager: Dezi Orfanides
In-House Videography/Editing: Brendan O’Shea
Director: Sean Birk
Production Management: Dezi Orfanides