Winners 2018/Construction & Materials Silver

Project: AEG POWERTOOLS Warranty Campaign

Client: AEG Powertools

Design: The Canopy Studio

When AEG Powertools invested in extending the warranty of its products to six years – the longest in the market – it needed to justify this extra spend with a spike in business.

AEG’s objective was to increase sales and web traffic through a multi-disciplinary campaign to promote the new warranty offer. To achieve this, the campaign’s design needed to drive confidence in the brand and its products and ensure end-users understood the offer.

With a straightforward, no nonsense message, bold gritty typography and black and orange palette, a persuasive campaign was created that worked across multiple platforms from online and print, to POS and packaging.  

Following the campaign launch, revenue increased by 12%. AEG Powertools saw a jump in market distribution of 4% with six key European markets activated – France, Germany, Sweden, Denmark, Finland and Norway. Warranty sign ups increased from 21,000 in the first half of 2016, to 106,000 in same period in 2017 and website views increased 450% year-on-year.