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EGO Power+

EGO

Making battery power the credible choice in a petrol market.

Client
EGO Power+
Format
Live
Location
South Africa
Year
2022
EGO battery lawnmowers on lit plinths at a Garden of the Future trade show stand

The brief

EGO Power+ makes next-generation battery-powered outdoor equipment. Culture Cartel ran all of its marketing across Southern Africa: advertising, dealer development, trade shows, activations, digital and PR.

The insight

EGO was entering a market owned by established petrol brands. The product was not the problem. Perception was. Dealers and buyers had to believe battery could do the job before they would sell it or buy it. So the work had to win two audiences at once: the dealer network that carries the range, and the customer standing in front of it.

The work

Dealer development

Support for the distribution network so dealers could explain battery technology with confidence and move the range.

Trade shows and activations

Retail activations and show stands built around the idea of the garden of the future, with the mowers on lit plinths at the centre of the space.

Stand design

From technical drawings and 3D renders to the finished stand: timber frames, green walls, artificial turf and a “Power Beyond Belief” floor graphic. A space that made battery equipment look like the obvious next step.

Advertising and digital campaigns

Integrated advertising and digital marketing to build awareness and drive adoption across the region.

Motion

An animated “Power Beyond Belief” logo ident for screens on the stand and across digital channels.

PR

A PR programme that positioned EGO as the leading innovator in battery-powered outdoor power equipment.

The result

One integrated programme across retail, events, dealers, digital and PR, with every channel making the same case for battery power. EGO was established as a credible, preferred alternative to petrol in the Southern African market.

Project highlights

Full EGO and Smith exhibition stand with artificial grass and product displays
01 / Full EGO and Smith exhibition stand with artificial grass and product displays
Stand team posing with EGO mowers on the show floor
02 / Stand team posing with EGO mowers on the show floor
EGO stand staff in branded shirts beside a battery mower
03 / EGO stand staff in branded shirts beside a battery mower
EGO Garden of the Future poster presented with Smith at Decorex
04 / EGO Garden of the Future poster presented with Smith at Decorex
Technical line drawing of the EGO exhibition stand build
05 / Technical line drawing of the EGO exhibition stand build
EGO stand render with a Power Beyond Belief grass floor graphic
06 / EGO stand render with a Power Beyond Belief grass floor graphic
EGO stand render with timber frame, green wall and mower displays
07 / EGO stand render with timber frame, green wall and mower displays
Overhead render of the EGO stand layout on artificial turf
08 / Overhead render of the EGO stand layout on artificial turf
09 / EGO Power Beyond Belief logo animation

Results described qualitatively.

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