STIHL Australia Tackles Customer Destination in Latest ‘Day One’ Campaign via HBK – Campaign Overview

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STIHL Australia, the #1 brand of quality garden power tools, is set to breathe new life into its network of over 600 dealerships with the launch of a new campaign via HBK.

The campaign consists of a 30 second spot and two 15 second supporting commercials directed by Edwin McGill (Guilty) and features a proud STIHL store owner taking a new employee on a quick introduction to everything STIHL .

Jo Katsos, Marketing Director of STIHL Australia, said that even though STIHL garden power tools are voted No. 1 among all competitors, customers in this category need more awareness and education regarding the location of their local STIHL dealer, and that you can only purchase STIHL tools. from a STIHL dealer. It’s only after you’ve experienced the STIHL in-store shopping journey that you understand the valuable tips and services that add value to your overall experience. Something you don’t always get when shopping elsewhere in this category.

Katsos says: “Our campaign positioning aims to highlight the wide range of gardening tools available at your STIHL store and demonstrate the experience that awaits you. You also get more than just state-of-the-art garden power tools. There’s personalized service, product know-how and professionalism on a whole new level.

According to Stuart Penny, Creative Director, HBK: “Backed by German engineering and groundbreaking innovation, the STIHL dealer network is truly an experience like no other. These spots will help shed light on this difference and break down misconceptions around the point of sale.

“By placing a proud and passionate dealer at the center of a new employee induction, we invite viewers to experience the wonders of a STIHL store alongside our new STIHL employee, Tim.

“Just as Tim learns more about STIHL, the viewer also learns more. And with entertaining twists along the way, we aim to build a broader customer connection for the brand.

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

Customer: 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 Writer
Kylie Blatsis / Natalia Shore – Senior Account Director
Jasmine Kwan / Sophia Berry-Smith – Senior Account Manager

Guilty – Production Company
Edwin McGill – Director
Jason Byrne – Producer
Jack Davies – production manager
Matt Jenkins – Director of Photography

Chameleon Casting – Casting Director

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

Craig Conway – Sound engineer
Pip Wright – Sound Producer

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


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