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.
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
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
13 Comments
This is good. Great demonstration.
Very, very nice.
Yeah yeah yeah, very clever. What remains to be seen though is how much cut through this campaign will have.
Interesting
Clever work. Can’t say it isn’t effective.
259 views. But it’s similar in concept to The Naked Ute by DDB.
Hard job to get the attention of tradies. And attempt to change their habits. Well executed all.
It’s nice because it’s a simple demonstration of a truth. A basic of any good communication.
The sad thing I think is the 259 views. So much money making the thing why not put it somewhere people might see it?
Good solid work – the reactions seem genuine and well edited too. It’s made this cynical old ad man think twice about petrol power too so, gudon’em
If only it ran on cringeworthiness, it would be the most powerful chainsaw in the world.
His name is Tim Addicoat.
No. His name is Inigo Montoya. He killed.my father, prepare to die
Actually I think you will find that it was Count Rugen who killed my father, and I am Inigo Montoya!