STIHL Australia tackles customer destination in latest ‘The First Day’ campaign via HBK

STIHL Australia, the #1 quality garden power tool brand, is set to bring new life to its 600 plus Dealer network, launching a new campaign via HBK.

 

The campaign consists of one 30 sec spot and two supporting 15 sec commercials directed by Edwin McGill (Guilty) and feature a proud STIHL store owner taking a new employee on a fast-paced ‘First Day’ induction of everything STIHL.

Jo Katsos, Marketing Director STIHL Australia, said that while STIHL garden power tools are voted #1 among the competitor set, customers in this category need greater awareness and education regarding where their local STIHL Dealer is located, and that you can only buy STIHL tools from a STIHL Dealer. It’s only once you’ve experienced the STIHL shopper journey in store, do you comprehend the invaluable advice and services which add value to your whole experience. Something you don’t always get shopping elsewhere in this category.

Says Katsos: “Our campaign positioning aims to highlight the broad range of garden tools available at your STIHL store and demonstrate the experience that awaits for you. You also get so much more than leading garden power tools. There’s personal service, product know- how and professionalism at a completely different level.”

Says Stuart Penny, Creative Director, HBK: “Backed by German engineering and revolutionary innovation the STIHL Dealer network is really an experience like no other. These spots will help shine light on that difference and break down misconceptions around point of purchase.

“By placing a proud and passionate dealer front and centre of a new employee’s induction we invite viewers to take in the wonder of a STIHL store alongside our new STIHL employee Tim.

“Just as Tim learns more about STIHL, so too does the viewer. And with entertaining twists along the journey, we aim to build wider customer connection for the brand.”

‘The First Day’ campaign is set to hit screens from September 18, with tactical executions to follow.

Client: STIHL Australia
Jo Katsos – Marketing Director
David Webb – Marketing Manager – Brand

Agency: HBK
David Hayes – Principal
Sheridan Devereux – General Manager
Stuart Penny – Creative Director
Stuart Laverie – Senior Copywriter
Kylie Blatsis / Natalia Shore – Senior Account Director
Jasmine Kwan / Sophia Berry-Smith – Senior Account Manager

PRODUCTION
Guilty – Production Company
Edwin McGill – Director
Jason Byrne – Producer
Jack Davies – Production Manager
Matt Jenkins – DOP

Chameleon Casting – Casting Director

POST
Tim Parrington – Offline Editor Martin Greer – Colourist
Mr Fox / Felicity Stalph – Online Final Sound – Sound

Craig Conway – Sound Engineer
Pip Wright – Sound Producer

MEDIA – Rapid Media
Jess O’Reilly – Senior Account Director
Caitlin Grant – Account Manager