Ryobi launches new ‘ONE+YOU = Endless Possibilities’ campaign via Fenton Stephens
Fenton Stephens has just completed a new integrated campaign for Australian DIY power tool brand, Ryobi.
The initial Ryobi ONE+ campaign saw the introduction of a family of DIYers, and their exploration of some of the tools available on the ONE+ platform. It has run successfully for over three years.
This new campaign explores on a series of quirky individual stories – featuring new tools, new projects and the surprising new outcomes made possible with a little imagination.
Says Alex Fenton, creative director, Fenton Stephens: “Ryobi ONE+ is a platform where one battery powers an ever-growing range of clever power tools. But, for me, things get really interesting when you consider the individuals using the tool. That’s when you add magic to the equation.”
With this in mind, ONE+YOU = anything you can imagine, was born.
To counter emergence of cheaper competitors, Fenton Stephens and Ryobi came to the conclusion that emotion (as well as innovation) would be the key to solidifying Ryobi’s brand position.
Says Kon Romios, national marketing manager, TTI: “We see this latest campaign as very much an evolution of the highly successful campaign we’ve been running over the last three years. As well as seeing the tools at work, we’re tapping into an emotional connection each of our Ryobi customers have with their ONE+ collection and have developed the campaign to connect with a range of customers – from Car enthusiasts, to campers and the traditional DIY and Gardeners.”
With a series of executions planned across television and online, a ramp up in social media activity, seasonal promotions and digital advertising, the campaign is intended to maintain Ryobi’s dominant market position. Continued brand loyalty will be another big plus.
Creative Agency – Fenton Stephens
Creative Director – Alex Fenton
Director of Strategy – Simon Antonis
Senior Copywriter – Mat Garbutt
Senior Art Director -Chris Haydon
Digital Creative Director: Sean Birk
Agency Producer – Lisa Ramsey
Account Director – Clint Mellsop
Account Executive – Oscar Robinson
Client – Ryobi
Ryobi National Marketing Manager – Kon Romios
Ryobi Brand Manager – Consumer – Jane Benko
Ryobi Assistant Brand Manager – Consumer – Julia Paton
Production Company – AIRBAG
Director – David Rittey
Producer – Martin Box
Editor – Philip Horn
Sound – Production Alley
Music – Bryony Marks
6 Comments
that’s alright isn’t it?
Ryobi tools excellent , but needs overhaul of warranty
registration , you need a science degree to complete.
Ryobi is the best for good options on a good price
Would use anything else
My husband and I are debating the model and year of the red vintage convertible in the add about the young man using Ryobi tool to get his Dads car on the road again. Would love if you put us out of our misery guessing. Cheers Di
I’m wondering too but I think it might be a Triumph Spitfire 1962 or 1963 model
We fished yesterday in 95degree weather – pontoon boat – each had a fab – still running on high after 5hours – can you imagine how pleasant this was and could stay all day otherwise would have been burnt out in 2 hours – this is the most wonderful thing that has happened to fishing – but buy you one – you fishermen that don’t want to get off the lake because you’re catching fish and dying in the sun!! Check it out!!!