Stihl Promo, Case study AD YOU CAN CUT by Serviceplan Munich

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Industry Household maintenance & pet products, Tools, Do-It-Yourself Products
Media Promo & PR, Case study
Market Germany
Agency Serviceplan Munich
Creative Director Ekki Frenkler
Photographer Alan Grund
Released December 2009

Credits & Description

Category: Best Use of Magazines
Product/Service: STIHL CHAINSAW
Date of First Appearance: Dec 17 2009 12:00AM
Entrant Company: MEDIAPLUS, Munich, GERMANY
Chief Creative Officer: Alexander Schill
Creative Director: Ekki Frenkler
Copywriters: Ekki Frenkler/Joachim Schöpfer
Art Directors: Jan Kromka/Tina Einbrodt
Account Supervisors: Dagmar Koutschan/Oliver Hey
Photographer: Alan Grund
Managing Partners: Jochen Lenhard/Andreas Bahr
Media placement: Print Ad - Eilbote - 17/12/2009

Results and Effectiveness
Through the trade journals in which the ad was placed, 100% coverage of the target audience was achieved during the campaign.

Creative Execution
A cut-out chain saw is attached inside the magazine. With the double-page spread open, the reader can move the saw. Because the photo of a cut in a tree covers the actual fold in the magazine, the reader seems to be sawing through the tree. When the saw is removed from the magazine, the following text can be found on the back: "When the going gets tough. And time's running out. Then it's good to have a partner you can totally rely on."

Insights, Strategy & the Idea
STIHL is the world #1 in gasoline-powered chain saws. Its top-quality professional tools are distributed and serviced exclusively through specialised retailers. As such, they are especially popular with users who have to be able to rely on their tools 100% at all times: forestry workers, rescue crews, and fire departments. Our brief: To present STIHL chain saws as versatile, high-performance tools in a playful fashion, specifically targeting this narrow audience.