AEG Powertools turns petrol heads into battery believers in new activation via Fenton Stephens

Fenton Stephens created a bogus product test to sway the rusted on perceptions of professional tradies, and in doing so proved that the new AEG Professional Outdoor Powertools range is powered by ‘a battery you can believe in’.

AEG is a new entrant to the the ‘outdoor power equipment’ segment, so not only do they have brand awareness to contend with, but the bold decision to only produce a lithium-ion battery-operated range of professional tools.

WATCH THE VIDEO

Professional gardeners, landscapers and arborists almost exclusively use petrol powered tools, and are hugely sceptical of the performance on offer from battery-operated alternatives. So much so, that many aren’t even interested in considering something with a battery.

So how do you turn a bunch of unshakeable petrol heads into battery believers? By lying to them.

Fenton Stephens took one of AEG’s 58V chainsaws, and fitted it with a fake petrol tank. (As well as cooling vents and a choke for good measure.)

An activation was set up at a garden supplies store, advertising a ‘petrol powered prototype’ called the BEL-1 E.V.E. As tradies wandered through the site, they were given the opportunity to test out the product.

The presenter, Tim Addison, had a tall order in keeping them in the rouse, having to constantly deflect queries on the tool’s minimal vibration, quiet running, lack of fumes and pull cord, before finally revealing the battery hidden beneath the fake petrol tank.

The end result; a bunch of shocked, surprised and ultimately impressed professionals.

Says Alex Fenton, creative director, Fenton Stephens: “To reveal the truth in the product we turned a candid camera on the pre-conceptions of professional gardeners and let them declare, albeit unwittingly, the unbelievable power of the AEG 58 Volt garden range.”

Says Kon Romios, national marketing manager, Techtronic Industries: “The AEG Pro Garden range delivers end user petrol performance without the numerous issues that come with petrol operated products such as mixing fuels, noise, fumes and high vibration. The challenge however is to break down the preconception that battery power just can’t cut it when it comes to performance. Together with Fenton Stephens, we chose to demonstrate the benefits with real tradies first hand…. Without the knowledge that what they were using was in fact a battery operated product.”

To promote AEG’s new range of Professional Grade Outdoor Power Equipment, an integrated digital and radio campaign will support the online video.

Client: Techtronic Industries

Sound: Nick Buchanan – Production Alley