EGO

Disrupting the dominance of petrol power.

In gardening and grounds management, displacing the fuel of choice for over 100 years with battery power is no mean feat. But, in a time of critical sustainability challenges, EGO had the chance to do just this…

The story.

Sustainability defines our future. So, why is groundscare still stuck in the past, powered by petrol? That was the question we faced as we partnered with EGO, part of the international Chervon group, to inspire people to reimagine the energy they use – and see the brand as the new face of smarter, greener outdoor power.

The thinking.

As EGO’s pan-European PR, social and content partner, our brief was to position it as a key player across channels. But we saw true value lay in elevating the conversation from brand to thought leadership. This began with exploring the issues facing the industry. What were the trends? What were people’s concerns? The barriers to adoption? Our answers were threefold: economics, environment and safety. And these became the backbone of our drive…

The execution.

Kicking off with a digitally driven white paper setting out clear and simple benefits, we targeted key media, social channels and major events with our battery-powered message. This multichannel drive not only saw EGO’s cordless power tools featured as Best-Buy in seven major titles, and appearing on primetime national TV, but secured a steady stream of user-generated content, reviews and conversations about EGO, battery power and the future of the industry.

The challenge continues.

Over two years, across trade and consumer press, there have been almost 50 million opportunities to see – with another 2.3 million across social. And with EGO’s products in the sights of major influencers (not least Elon Musk), we set wheels in motion to disrupt petrol power’s dominance by putting EGO front and centre – as a green challenger for the green spaces of our future.

“True value lay in elevating the conversation from brand to thought leadership.”

The brand and business value creators