STIHL appeals to New Zealand’s budding gardening addicts in new campaign via True
STIHL has launched a new marketing campaign in New Zealand featuring their GTA battery-powered pruners to attract new gardening enthusiasts. The campaign uses humor and relatable characters to position the tool as an accessible 'gateway' product for the brand.
Why it matters
It illustrates modern marketing strategies that use specific, entry-level products to build long-term brand loyalty among consumer demographics.
The strategy was to use the STIHL GTA Pruner series as a Trojan Horse to get people addicted to gardening – and to the STIHL range. After all, if something as small and light as a STIHL GTA 26 can make short work of a branch, how intimidating can it be?
Says Stace Hall, Head of Marketing NZ, Head of Brand Marketing Oceania, STIHL: “When someone gets started with a STIHL Battery Pruner, they’re more likely to come back and buy another STIHL. They’re the ultimate gateway tool, and they’ll be with you week after week, season after season. This campaign is all about how you just can’t put them down.”
The video assets were directed by comedy director James Anderson.
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