Title | HEDGE TRIMMERS |
Brand | STIHL |
Product / Service | STHIL HEDGE TRIMMERS |
Category | A03. Flyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards |
Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Entrant Company: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Design/Advertising Agency: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Toby Talbot | DDB Group New Zealand | Group Executive Creative Director |
Lisa Fedysyzn | DDB Group New Zealand | Art Director |
Jonno McMahon | DDB Group New Zealand | Copy Writer |
Steve Hansen | DDB Group New Zealand/ | Art Director |
Paul Kim | DDB Group New Zealand | Copy Writer |
Scott Wallace | DDB Group New Zealand | Managing Partner |
Jessica De Court | DDB Group New Zealand | Account Executive |
Menza Chestnutt | DDB Group New Zealand | Agency Producer |
Our challenge was trying to get the audience to experience how great STIHL hedge trimmers are without trying one out at a showroom. Our objective was to demonstrate the product benefit within a letter, bringing the STIHL promise to life.
A new STIHL hedge trimmer was about to hit the market. We wanted something more than just the usual product launch letter to engage the audience in an interesting way.
Our print campaign was a starting point with dotted cutting marks across a hedge within our ad. But, with our DM piece, we wanted to go one step further. We literally cut the paper using an envelope as a medium to demonstrate our idea that STIHL products make any job as easy as cutting through paper.
The new STIHL hedge trimmers have sold significantly after our letters were sent out and are now outselling the former model. Months later, we’re still getting lots of anecdotal feedback about the “hedge trimmer” envelopes at different STIHL showrooms across New Zealand, making our clients very happy.