How the content came into the forest
In the professional segment of forestry, the STIHL brand has stood for the highest quality and reliability for many years. No wonder STIHL users are real fans. With the MS 462 power saw, STIHL is now launching a professional saw that is as light and versatile as hardly any other in its performance class.
To launch this product innovation, STIHL is also breaking new ground in their communication. A content marketing campaign that puts the user and therefore the target audience at the centre. In it, professionals from Alaska, Austria and France test the saw under real conditions. In each film, they test individual features of the MS 462, including acceleration performance, system weight and maintenance. The experiences of the professionals were captured in emotional images and underpin the claim of the STIHL MS 462: This chainsaw is suitable for any forest.
The results are visually stunning short documentaries that guide STIHL fans to forests around the world and authentically stage the product.
In numerous other video and image formats, the STIHL MS 462 campaign will be extended to all channels. The integrated campaign serves all classic and digital touchpoints with the target group, from social media posts to product brochures.
Led by the creative directors Ciro-Andreas Buono and Stefan Neumaier, the Publicis Pixelpark teams in Hamburg and Erlangen worked closely together in a multi-site team in order to get the best possible result for the customer. The creatives were supported by the production professionals from Acht, Hamburg, as well as by director Pascal Heiduk and photographer Rasmus Kaessmann. Responsible project manager on the customer side is Dominik Schmidt.
About Publicis Pixelpark
With about 950 communication experts Publicis Pixelpark operates in seven German locations. Together with our clients, we develop the best solutions for brands, communication and e-business by combining ideas and technologies. Lead the Change is our mission - we move forward, always hungry for the next step.
Viviane Kruggel, PR Manager, T +49 40 381 07 126, firstname.lastname@example.org