STIHL and Red Letter Communications

STIHL is the #1 selling brand of handheld outdoor power equipment in America. Traditionally, STIHL has manufactured and sold gas-powered equipment. But in 2016 they added on a new line of high-tech battery-powered models. They planned to promote this new Lightning line during their annual Dealer Days event, kicking off the event with a pre-release teaser.

FUSE partnered with media agency Red Letter Communications (STIHL’s agency of 25 years) to develop a cutting-edge broadcast TV spot for the Lightning line, along with photorealistic stills, animated 360-degree product spins, and more.

PROJECT DETAILS

CLIENT: STIHL and Red Letter Communications

STIHL orange and white chainsaw against white background
STIHL black, white, and orange chainsaw against white background

We wanted to create a broadcast spot that highlighted the revolutionary new battery-powered products without overshadowing their reliable gas-powered line. Partnering with Red Letter Communications helped us keep this balance.

Red Letter provided us with the general project scope and initial concept for the TV broadcast spot. From there, our team developed three commercials realizing Red Letter’s vision with our own creative solutions.

STIHL used these animations in their Dealer Days TV spot, in-store media, social media posts, and on their website. We also developed hundreds of 3D still images and 360-degree spins to show off each product, which STIHL currently uses in both their digital and print product catalog.

STIHL leaf blower against a white background
STIHL orange, black, and white homeowner trimmer

Within 15 months of the Lightning line’s release, the US market share of STIHL battery-powered equipment increased by tenfold. Since then, they’ve expanded their offerings to include two additional Lightning product lines.

If you want to learn more about our creative partnership with STIHL, check out our full case study here.

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