Innovation and the launch of a new range of outdoor power equipment are the key focuses of a new advertising campaign by garden and lawn specialists Victa.
The two 30-second TVCs began airing in a national campaign in metropolitan and regional areas last weekend. And they centre on two distinct themes – the launch of Victa’s new 40V Lithium-ion powered V-Force+ range of garden and lawn equipment, and innovative features Victa has in its premium lawn mower range.
“This campaign kicks off the spring/summer season and is designed to highlight to householders that maintaining their backyards can be easy and quick armed with Victa’s range of outdoor power equipment.” says Laura Clarke, Victa’s marketing communications manager.
“Innovation is at the very heart of Victa, and our specialist team in Australia undertakes extensive research and development and product testing. All of our products – not just our new range, the V-Force+ – are testament to this.”
The Victa V-force+ TV commercial is a dynamic one and focuses on the key insight that consumers need to feel confident in the performance of a battery powered range of outdoor powered equipment.
“This gave us an opportunity to highlight Victa’s reputation as a reliable, trustworthy brand,” says Ms Clarke. “Our customers understand that the successful marriage of Victa’s heritage and knowhow, combined with the latest technology, will ensure delivery of a durable, quality battery powered solution that performs to meet consumers’ needs.”
To communicate the ease in which the V-Force+ range can tackle the backyard, the focus of the V-Force+ TVC was on the performance aspects of the various products in the range.
The new Victa lawn mower TV commercial taps into the Victa heartland and focuses on the consumer driven features found in its premium lawn mower range.
“As Australia’s first choice in lawn mowers, we decided to focus on how our products deliver clever solutions for consumers – like our key start lawn mowers, the self-propelled lawn mowers and our unique mulching disc which features on our range of mulching lawn mowers,” says Ms Clarke.
“Each of these lawn mowers were specifically designed to address customer feedback. The key start lawn mower presents a simpler starting option for the consumer; the self-propelled lawn mower pushes the lawn mower forwards thanks to the rear wheel drive system which means that the consumers can easily mow larger areas with less fatigue; and the mulching lawn mower mulches grass to provide a fine mulch that provides nutrients for the lawn.
“The overall message we wanted to communicate is that Victa provides compelling alternatives for outdoor power equipment to meet the varying needs of consumers – from the lawn mowers for which Victa is famed, to the new 40V V-Force+ Lithium-ion battery powered range designed to care for your lawns and gardens,” Ms Clarke adds.
Client company: Briggs & Stratton Australasia
Clients: Laura Clarke, Marketing Communications Manager
Carmelina Luppino, Marketing Communications Specialist
Creative agency: Core
Director: David Jagoda
Production Company: We Are Content