Making a Grand Entrance
New Category Product Tease
Creative Strategy
Social
Web Design
STIHL Zero-Turn Teaser
Making a Grand Entrance
STIHL wanted to enter the zero-turn mower category with a bang. We crafted a dramatic teaser campaign to generate hype before unveiling the brand's biggest product yet.
Client
STIHL
Released
Timeframe
6-Month Brand Evolution
Project Type
New Category Product Tease
Key Highlights
Video production Omni-channel rollout Social Email Event Activation
STIHL Zero-Turn Teaser
Overview
A special milestone calls for a special celebration. STIHL was about the launch the biggest product line yet in their nearly one-hundred-year history, and we knew we needed to craft a campaign to remember.
We decided to add a little mystery and intrigue into the mix with a multi-part teaser and reveal campaign.
STIHL Zero-Turn Teaser
The Challenge
You don’t become a #1 brand without making a major mark. Homeowners and pros around the world already trusted STIHL with their handheld outdoor power equipment. But as the brand entered the crowded zero-turn mower market, we needed to build trust in a new way.
STIHL Zero-Turn Teaser
The Solution
Through our category research, we discovered that discerning zero-turn shoppers value cut quality above all else. The connection was clear. What can consumers always count on a STIHL to do? Cut things. And cut them exceptionally well. We combined this insight with what consumers already know and love about STIHL—dependable raw cutting power.
The campaign theme of “it’s time to cut a new path forward” honored STIHL’s legacy and also hinted at what the next generation of STIHL products might be. And with a new dramatic look and feel, we were able to signal a shift in what consumers could expect from STIHL.
STIHL Zero-Turn Teaser
STIHL Zero-Turn Teaser
Make Them Want More
Teasers have to walk a careful line between showing enough to build buzz but not giving away too much too soon. We carefully coordinated the tease across social, email, and web, all culminating in a simultaneous reveal at an in-person event and online.
We invited fans to guess what product was in the shadows.
Engagement steadily increased each phase to the big reveal.
Fans wanted to be the first to know about product updates.
Sustained hype led to huge engagement for the reveal.
