Campaign Brief·2 min read·easy
STIHL appeals to New Zealand’s budding gardening addicts in new campaign via True
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https://campaignbrief.com/author/ricki/
✦AI Summary
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.
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?
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