AEG Powertools faced two major hurdles in launching their range of outdoor power equipment. The first being brand awareness, as new entrants to an established market segment. The second being the perception of the product itself. Their tools were battery powered.
Professional tradesmen almost exclusively use petrol power, and are hesitant to even try a battery powered tool.
Basically, we had to sell tools that professionals didn’t believe in made by a brand they’d never heard of.
So, how did we convert a bunch of rusted on petrol heads into battery believers?
A fake fuel tank, that's how.
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 Directors: Aaron Tyler, Guillermo Carvajal
Head of Online Design: Stephen Lay
Senior Digital Designer: Daniel Dean
Planning Director: Simon Antonis
Group Account Director: Josh Collins
Account Manager: Giulia Tan
Agency Producer: Nick Venn
Production Company : Hub Productions
Executive Producer: Simon Hoy
Director: Nicholas Carlton
DOP: Shyam Ediriweera
Editor: Craig Tonkin
Sound: Nick Buchanan – Production Alley