the leading manufacturer of battery-powered outdoor power equipment,
today announced the launch of a new integrated advertising campaign for
its revolutionary line of patented Arc Lithium™ battery-powered snow
blowers. The new campaign touts the superior strength and reliability of
EGO Power+ Snow Blowers through sweeping footage of the product blowing
snow under the most extreme weather conditions imaginable: Antarctica.
Breaking through the Category with a Battery-powered Snow Blower
“There are so many hassles with gas powered equipment, especially snow
blowers but until now, consumers were never presented with a serious
alternative. Failure to start, regular maintenance and pulling a cord
over and over have simply been accepted, even when buying from a premium
brand,” said Joe Turoff, Vice President of Sales and Marketing at
Chervon, EGO’s parent company. “We’re constantly thinking from the
consumer’s perspective and working to address category challenges in new
and unique ways. The problem we face is convincing consumers that EGO’s
battery powered products actually have the power and performance of gas
without the noise, fuss and fumes and are perfect for you, no matter
what state you live in,” Turoff added.
“Antarctica”: Proving Ego’s brand promise of “Power Beyond Belief”
EGO’s new advertising campaign aims to convince consumers that the 56
Volt Lithium battery-operated EGO Power+ Snow Blower is a better
alternative to gas snow blowers because it starts the first time, every
time, anywhere in the world—without sacrificing power.
“EGO’s brand promise is ‘Power Beyond Belief.’ Rather than simply
telling consumers about the product benefits, our goal was to prove it,
showing the snow blower in action in the coldest, windiest, most hostile
environment on Earth: Antarctica,” said Vinny Warren, Executive Creative
Director, The Escape Pod.
Authenticity was a key aspect of the campaign, so demonstrating the snow
blower performing with ease in -30 degree temperatures and extreme
weather conditions was a powerful proof point for the product’s efficacy.
“A lot of brands talk big, but what it comes down to is what real
consumers experience when they bring the product home. What I love about
the campaign is that it shows our product in a real situation that’s so
insanely extreme. The notion that this works in Antarctica should allow
consumers to get over their misconceptions and be inspired by a product
that is designed so well, they gain the confidence that it won’t let
them down when they need it most,” said Joe Turoff.
The integrated campaign includes broadcast, digital, social,
experiential and collateral elements.
The EGO product line includes lawnmowers, trimmers, blowers and
chainsaws that all use a patented Arc Lithium™ battery technology
compatible across the line to deliver long-lasting, quick-charging,
clean-energy power. EGO Power+ equipment is available exclusively at The
About EGO Power+
The EGO brand of cordless outdoor power equipment delivers POWER BEYOND
BELIEF and is the brainchild of Chervon, one of the world’s largest
manufacturers of electric power tools and related products. For the past
20 years, Chervon has specialized in researching, developing and
manufacturing electric power tools for many of the largest professional
brands. The company’s philosophy— to build a better world by building
better tools— has earned it a reputation for quality and innovation.
Notable achievements include introducing the first ever power tool
equipped with a laser guideline, leading the laser level and digital
level markets, lithium-ion power tools and, most recently, the launch of
EGO. Chervon is a global operation with locations in the
U.S., Canada, Europe, Australia and Asia. For more information, visit www.EGOPOWERPLUS.com.
About The Escape Pod
Founded in 2006, The
Escape Pod is an independent, Chicago-based creative powerhouse
known for category-changing work that drives results for clients such as
Southeastern Grocers (Winn-Dixie, BI-LO & Harveys), Mondelēz, EGO Power+
and Toys”R”Us. The Escape Pod is purpose-built for businesses with
aggressive growth goals based on its speed, creative firepower and core
belief in amplifying brands to drive action. The Escape Pod services
include research, strategic planning, creative development, production,
social media, media planning and buying, and a digital studio creating
apps, websites and connected devices. Learn more at www.theescapepod.com.
View our digital work at: https://orainteractive.com/.