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Special launches new brand platform for Ryobi
Special has unveiled a new brand platform for Ryobi Australia and New Zealand, the first initiative in their partnership.
Titled ‘Come equipped’, the platform repositions the power tool company as a partner that supports you at every stage of your DIY journey.
Developed for Techtronic Industries, it marks a strategic shift away from category norms, focusing on the passion of DIY, rather than just on product benefits and features.
Obsession with DIY
At the centre of the campaign is ‘The gateway’, a hero film that tells the story of a DIY novice who, with the irresistible squeeze of a drill, is transported further and further into his obsession with DIY. Through a series of wide match cuts, he presses the drill over and over to see just how far this passion can take him.
The campaign is designed to extend across Ryobi’s full product ecosystem, taking our character from DIY, to gardening, to camping and cleaning.
The next chapter
Kon Romios, chief customer officer at Techtronic Industries, says: “For generations Ryobi has empowered customers across the world to shape the spaces they live in. Today marks the next chapter. With Ryobi by your side, you can come equipped for just about anything – in the home, in the yard or on the go.”
Special Melbourne’s executive creative director Ryan Fitzgerald adds: “I know first-hand just how addictive DIY can be. It wasn’t that long ago I just had the one Ryobi drill and battery, but it really is the kind of thing that hooks you in. One minute you’re hanging some art on the wall and next you’re following a 2-hour YouTube video on how to build something from scratch.”
‘Come equipped’ is rolling out across Australia and New Zealand, spanning film, OOH, in-store and digital channels, with media handled by Rapid Media.
