Brief
Metabo are a world wide manufacturer & distributor of high end power tools. In Australia, they are the 5th largest behind big brands such as Makita & Hitachi. Their position in the market place is 'premium' and this is reflected in the quality and price of their products. Metabo were looking to re-fresh their print advertising campaign to attract a younger audience to create brand loyalty for a long period of time.
Strategy
Through some initial research, it was evident that the competition were targeting a younger audience with both their advertising material and power tool designs. In conjunction with Metabo, Corporate Image created a strategy to target apprentices and also newly qualified tradesman. As the competition uses 'sex symbols' throughout all of their advertising campaigns, our strategy was to position Metabo as a tool that tradesman would not want to put down and essentially create a 'tongue in cheek' relationship that impacted on their day to day lives.
