BRIEF

The end of financial year is a crucial period for sales of power tools to tradies. This year, AEG faced a lot of competition, not only from other brands, but also the constant bombardment of EOFY messaging from other categories. Our task was to get as much attention on the offers as possible – a particular challenge in the social space, where the first few seconds of attention are crucial.

IDEA

Instead of creating ads for pre-roll on YouTube and Facebook video, we challenged regular tradies to make a ‘powerful claim’ themselves. These painful, scary or downright bizarre acts were captured live on camera and then contrasted against our own “Powerful Claims” – the kits on offer from AEG. The best part was that our message was delivered within the first few seconds, and viewers were then rewarded with more entertainment as the video continued.