Pursuit of the Perfect Launch
Product Launch
Brand Campaign
Product Photography
Web Design
STIHL Zero-Turn Launch
Pursuit of the Perfect Launch
As the #1 selling brand of GASOLINE-powered chainsaws prepared to take its place in the zero-turn market, we prepared to launch them there.
Client
STIHL
Released
Timeframe
1 Year
Project Type
Product Launch
Key Highlights
Market Research Campaign Strategy and Messaging Video and Photo Shoot Omni-channel Creative Support Media Vendor Collaboration
STIHL Zero-Turn Launch
Overview
After dominating the handheld outdoor power equipment industry, STIHL prepared to take its rightful place at the top of the lawn mower industry: enter STIHL RZ Zero-Turn residential and commercial mowers.
To drive the strategy of its first zero-turn campaign, we performed extensive consumer research to uncover challenges and opportunities.
STIHL Zero-Turn Launch
The Challenge
Never take on a challenge without first surveying the playing field. Our research team made sure we had the lay of the land before developing our launch strategy. Research uncovered: 1. STIHL was strongly perceived to be a trusted, high-quality brand for chainsaws. 2. Consumers seek zero-turn brands with proven success and longevity in the market. 3. Consumers want zero-turn features and technology that promote cut quality.
STIHL Zero-Turn Launch
The Solution
STIHL had the machine consumers wanted, they just didn’t have the reputation. So, we went to work building confidence by combining high quality photography and animation with a message that acknowledged what consumers were looking for: Pursuit of the Perfect Cut
By spotlighting the STIHL RZ mowers’ cutting edge features and capturing video of homeowners and professionals putting those features to use, we created a campaign that grew consumer confidence in STIHL zero-turn mowers.
STIHL Zero-Turn Launch
STIHL Zero-Turn Launch
Owning the Turf
Zero-turn mowers registered in first year products were available.
Zero-turn sales dollars in the first year products were available.
Between 3-months to 9-months post launch.
Between 9-months to 2-years post launch.
