Driving envy for battery-powered garden equipment.
The Challenge
Despite EGO’s superior battery technology, the brand still had low awareness in terms of consideration against the two market leaders. Refinery were challenged with raising awareness of EGO’s first-class technology innovations across 5 key EU territories.
The Idea
EGO’s petrol-matching power is the envy of everyone else, therefore if you own an EGO product you become envied too. Our primary audience of early adopters didn’t need EGO products, but they want them. Refinery made EGO’s tools the most desirable products on the market with an electronification-themed TV ad that positioned EGO as the performance driven, forward thinking, battery tech innovators.
Mixing videography with 3D CAD animation and a bespoke futuristic techno track, we produced a hero ‘Electronification’ piece, showcasing how the power EGO has to transform your life and garden space.
The Execution
Alongside Greenroom films, Refinery created a dark and cinematic 30” connected TV spot with 15” and 6” cut downs for social and digital as well as HTML5 banners. Using the latest in CGI and animation, the electronic elements were expertly weaved into the film to create a sophisticated, high-tech piece.
The Results
This campaign exceeded the IAB CTR benchmark across the display activity and saw an 87% completion rate across all markets (40% above average). Results also showed an increase in incremental searches for the EGO brand.
