Product Information

Product Campaign

Stockcode:

McCulloch ROB S Robotic Mower

Challenge

McCulloch wanted a European communication campaign for their new ROB S robotic mower that targets their key customer group – male ‘Power Performers’. The category norm is to communicate the product’s functional benefits but we wanted to create an emotive campaign that taps into the feelings associated with owning a Robotic mower. The campaign will be rolled out across the key European markets to support the Spring 2019 launch.

Solution

We identified 4 key emotional benefits of the ROB S – Freedom, Relief (from the regular chore), Pride & Satisfaction. Freedom was selected as the most appealing benefit so we developed our ‘Campaign for Real Weekends’ with the key message being that there are far more exciting things to do at the weekend than cutting the grass! Core to the campaign was a series of motivating extreme sport ads (print & digital) which were supported with consumer literature, point of sale & social media.

Result

“Our Campaign for Real Weekends perfectly captures the emotional benefits of our ROB S robotic mower which is freedom from the regular chore of cutting the grass and the fun and exciting things you can do instead at the weekend. Our competitors base their communication on the functional product benefits but we wanted to differentiate ourselves by tapping into the feelings associated with owning a Robotic mower.”

Marketing Manager

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About us

With more than 30 years of experience, DGI is a multidisciplinary brand design and marketing agency. Our passion is creating brilliant brands. We love nothing more than working with clients to deliver creative, strategically smart solutions that add value to their businesses.

We Specialise in:

Brand Creation
Packaging Design
Brand Identity
Brand Strategy & Planning
Naming & Positioning
Point of Sale
Brand Communication
Digital Media

How we can help…

Brand Creation

Creating new brands and launching new products is what we love to do. Our first step is to create appealing concepts that differentiate ourselves from the competition with strong positioning. Once the name and proposition have been selected, we create marketing materials that will attract the target audience.

Packaging Design

The development of top-notch packaging is what makes us tick! In today's competitive in-store environment, we'll ensure your brands always catch the consumers' attention on-shelf.

Brand Strategy and Planning

Using our expertise, we'll determine what your target consumers want and need. Our team can then help you develop (or fine-tune) your brand's positioning and plan your product portfolio accordingly. As well as creating awareness and encouraging consideration, we are also capable of suggesting effective communication strategies.

Brand Communication

Your brand can communicate effectively at every touchpoint with your consumers with the help of our team. Media such as digital, point-of-sale, literature, advertising, and sales support materials are included in this category. Our team can also design and build websites and create content that will engage your consumers.

How we work…

Our core value is 'creativity that gets results', and we'll always go the extra mile to help you achieve your business objectives...
In order to ensure everyone in the team is on the same page with the commercial challenge, we always spend time 'upfront' understanding a client's business, category, and consumers.
All projects, regardless of size or budget, are overseen by the senior team.

We are able to handle those quick turnaround projects that many others would find impossible, knowing how fast things move today.

It is our firm belief that this partnership approach delivers the best results.

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