EGO Power+ has launched its first integrated brand campaign developed for Australia and New Zealand, positioning the outdoor power equipment brand as the secret behind the lawn everyone wants.
Built around ‘lawn envy’, the campaign from full service Melbourne independent agency Town Square brings EGO Power+’s global brand positioning, ‘Power Beyond Belief’ to life through a local creative platform designed to build long-term brand awareness across ANZ.
At the heart of the strategy is the insight that for many Australians, mowing the lawn is more than a chore, it is a passion, with the ultimate reward being a yard that turns heads and becomes the envy of the street. Research into attitudes towards yard work found that the desire to maintain a great garden runs deeper than simple maintenance. When respondents were asked whether they would accept a deal to never have to do it again, provided their yard stayed exactly as it was, the majority said no.
Town Square, which has been working with EGO since 2019, used this to reframe the role of EGO from a practical equipment choice to an enabler of the yard people aspire to have. The campaign depicts the subtle curiosity and envy that can arise when a neighbour spots a lawn looking particularly good, capturing those familiar moments of peering over the fence to see what is happening next door.
The creative is grounded in recognisable neighbourhood behaviour rather than exaggerated comedy, with the campaign’s sub-line, ‘For the Yard You’ve Always Wanted’, landing the envy message from both the neighbour and EGO users perspective.
Peter Crawford, art director at Town Square, said: “We wanted to reframe ‘power’ which has traditionally been centred around performance and move the conversation somewhere more emotional and relevant to why people actually care about their yards. For the EGO Power+ user, power is the ability to create the yard you’ve always wanted and when the result is good, it creates a little lawn envy over the fence. That gave us a simple, relatable idea that can stretch well beyond a single campaign.”
Jason Ellis, head of marketing at Chervon Group, owners of EGO Power+ said: “EGO has always been about delivering power beyond belief, but this campaign gives that positioning a distinctly local expression. Town Square has captured something very Australasian about the pride people take in their yards, and turned it into a platform that makes EGO feel relevant, desirable and easy to choose.”
The campaign is rolling out across Australia and New Zealand through DOOH, radio, social, digital and SVOD, to build awareness of EGO Power+ as a premium alternative for both homeowners and professional users.
Campaign Credits
Client: Chervon – EGO
Head of Marketing: Jason Ellis
Brand Manager: Jonathan Lee
Creative, Media & Earned: Town Square
Executive Creative Director: Brendan Day
Copywriter: Samuel Nicolaci
Art Director: Peter Crawford
Finished Artist: Anthony Biewer
Head of Media: Matt Altis
Technology & Performance Media Director: Dylan Emrose
Client Services Director: James Debono
Account Manager: Eve Uittenbosch
Chief Strategy Officer: Jeff Malone
Head of Production: Anna Morris
Production Company: ETB Studio
Director: Travis Crosbie
Head of Production: Lauren Burgueno
Stills Photographer: Robert Geary
