STIHL appoints Keep Left and Crocmedia and launches ‘This is my backyard’ consumer engagement project in lead-up to Australia Day
Leading gardening tools and equipment manufacturer and distributor STIHL has appointed Keep Left and Crocmedia to manage its brand activations and public relations.
The relationship kicks off with an integrated consumer engagement program and competition This is My Backyard inviting Australians to nominate their backyard as the perfect place to celebrate Australia Day 2012.
The initiative is the joint brainchild of both agencies, and will be fronted by a selection of Australian sporting legends including Matthew Hayden, Brad Fittler, Dermott Brereton, Andrew McLeod and Justin Langer.
The celebrities will act as a panel of judges, selecting the most appropriate backyard from the entries, with each of the sporting legends attending one of five traditional Australia Day BBQs in the winners’ gardens hosted by STIHL along with 20 of their friends and family.
“We are really excited to be implementing this program of work with Crocmedia and Keep Left,” said Rob Ross, marketing manager from STIHL. “This is My Backyard is a natural extension to our brand advertising produced by Whybin\TBWA earlier in the year, and helps to bring the values of STIHL to life. Our vision is that STIHL makes it easy to work within nature.
We recognise that each and every backyard – from tiny courtyard or balcony, to 100 hectare property – represents us as Australians. And our stretching natural environment is the backyard that belongs to all of us. STIHL believes in the importance of getting into our backyards, and celebrating them as the outdoor spaces that represent us. We want people to get outside and get real, and the This is My Backyard campaign allows us to do that.”
Ross added: “This is My Backyard a crucial part of our passion for family businesses, a continued pride in our products, and doing right by our customers.”
The consumer engagement program and competition launched today with a micro-site for the competition, a social media engagement program through Facebook to build a new community of STIHL supporters, video production and distribution as well as comprehensive advertising through radio and print.
Crocmedia joint founder and director, Craig Hutchison and Keep Left founder and director, Caroline Siler, both expressed their pleasure at the joint initiative.
Says Siler: “This project has been a joy to work on,” said Caroline. “STIHL is an open and collaborative partner, giving both of our teams free rein in designing a campaign that would work in harmony with their emerging branding and bringing the significant product range to the attention of customers. We are extremely pleased to be working with Craig’s talented team in designing and bringing this creative campaign to life.”
Hutchison explained that he was excited about the impending launch, stressing the fact that Crocmedia’s solid relationships in the sporting arena have helped to secure the stellar cast of STIHL heroes.
He added: “It’s great to involve sporting celebrities in a campaign like This is My Backyard, because we all know and understand their passion for Australia’s backyards. So many of them started their careers throwing balls against a garage door, or they got themselves outside and had a hit around. It makes perfect sense for them to come and celebrate in your backyard, this Australia Day.”