Paslode Australia and New Zealand, will launch their first integrated campaign this February via fast growing specialist agency Redhanded, promoting the brands newest and most innovative product, the Paslode Framemaster-Li nail gun.
The campaign concept ‘Power to the Tradie’, pays homage to the everyday “smoko” ritual.
Using a light hearted, humorous tone, the campaign reinforces the belief that these hardworking blokes not only take pride in their work, but can now have the power to keep going while getting a little creative with the most powerful nailer on the market.
Brand manager at ITW Residential (Paslode Aus.), Kirsten Rappolt believes the creative will resonate with the target audience, showing tradies in a typical, day-to-day scenario then demonstrating their quick skills and imagination when paired with a Paslode.
“Feedback pre-launch from our channel has been one of excitement and anticipation from our customers – the message is definitely on-song ” Rappolt said.
The campaign will run across Australia and New Zealand via pre-roll video, online ads, trade P.R, P.O.S as well as a new website and social platforms. The launch will also include a promotional giveaway where consumers purchasing the new Paslode Frammaster-Li are able to enter to win one of two, brand new Toyota 4×4 Twin Cab Hilux Ute’s.
Redhanded CD, Stuart Shepherd, believes that it is essential that Paslode continue to invest and support their position as No.1 in the market.
“With competitor brands more aggressively pushing for market share, we need to increase the brands visibility. We have some exciting ideas planned leveraging online and social which will be fun.”
Agency: Redhanded Communications (Melbourne)
Account Director: Matt Peek
Executive Creative Director: Paul Hand
Creative Director: Stuart Shepherd
Creative Team: Stuart Shepherd, Anna McLeod
Art Director: Holly Tunstall
Production Company: Resolution Media