Central to the campaign, devised and implemented by localisation marketing agency EMO, will be a series of 20 high impact product and testimonial-focused features within both the Saturday Telegraph magazine and the newspaper’s gardening section.
These will be produced by The Telegraph to keep editorial in line with the paper’s tone and style and will give STIHL the opportunity to communicate its whole product range, product features and benefits, and also to champion its extensive dealer network.
The campaign kicks off with a full page recruitment ad in the Daily Telegraph which invites readers to enter a prize draw to attend an STIHL Experience Day at Eastnor Castle in the Malvern Hills.
Winners will get the chance to try out STIHL’s products in a hands-on, engaging environment, both in terms of its garden products and also its ‘big boys’ toys’ power tools in a specially cleared logging area. They also get the chance to go on an all-terrain driving session at the Land Rover Experience Centre.
The features in the Daily Telegraph will be complemented with a dedicated STIHL microsite on the Telegraph website, www.telegraph.co.uk/stihl, which will host full product reviews, coverage of the STIHL Experience Day, consumer reaction, photos and video content. Traffic will be driven to the site not only via the Experience Day ad, but also by in-paper signposts and 6.5 million online ‘traffic drivers’ (including leader boards/MPUs and buttons on the Telegraph website) throughout the whole campaign.
Sean Larter-Conway, Marketing Manager at Andreas STIHL, who has spearheaded a dramatic overhaul in the marketing activities at Britain’s leading outdoor power tool brand, comments: “EMO has created an extremely engaging campaign that will enable us to deliver complex information in an inspiring and enthusiastic manner to our target audience. The Experience Day will be unique, fun and will be a great way to start an ongoing dialogue with both prospective customers and STIHL fans, while also driving response and footfall to our excellent dealer network.”
EMO managing director Nick Davies said: “STIHL gave us a complex but clear brief to raise awareness of its products among its target audience while, at the same time, bringing them to life. Our granular analysis and planning showed the Daily Telegraph to be an ideal brand partner through which to educate consumers about its unique style and product benefits, with endorsement not only from the paper itself but also from real customers. It works well for The Telegraph too as we are creating added value for the newspaper by creating exclusive events and rich content that tap into an area of real interest to their readers.”
EMO’s full-service expertise includes data, media, experiential, social, mobile and technical solutions teams in-house. Clients include Land Rover, Lexus, COI and Alfa Romeo.
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