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The campaign emphasises that Stihl power tools can only be purchased at Stihl Dealer Specialist stores after research showed that Stihl customers were loyal to the brand but in many cases unaware of where to purchase and service them.

The TV, radio and print elements of the campaign feature a miniature version of the trained Stihl specialist dealer to mimic a piece of the dealer ‘going home with the customer’ when a piece of equipment is purchased.

The mini dealer is central to the campaign, remaining on hand for advice, servicing and support throughout the life of the tool, helping out the Stihl user wherever possible – voicing the radio ad and pouring a cup of coffee in the TVC.

“Our approach built on a growing body of research from a number of our retail clients that shows the importance to customers of specialist advice.” said Simon Burrett, managing director, The Foundry.

“Stihl tools are premium tools designed to last for generations. Our mini-dealer illustrates that an investment in Stihl goes far beyond the initial purchase. He’s like a friend to the user, offering support and customer service that they can rely on,” said Burrett.

The campaign is designed to reach the target market across a range of media including:
• National TV
• National radio
• Print
• Point of sale materials

Creative Credits:

Agency: The Foundry
Client: STIHL
Creative Director: Annie Price
Writers: Eugene Horat & Nathan Burley
Art Director: Melinda Pritchard
Strategy: Simon Burrett
Print Producer: Kevin McLeod
Account Director: Alice Murray

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