--- title: "EGO: Making battery power the credible choice in a petrol market" description: "Culture Cartel ran marketing, advertising, dealer development, trade shows, PR and activations for EGO Power+ battery outdoor equipment in Southern Africa." canonical: https://www.culturecartel.ca/work/ego language: en-CA publisher: Culture Cartel --- EGO Power+ # EGO Making battery power the credible choice in a petrol market. - **Client:** EGO Power+ - **Format:** Live - **Industry:** [Power Equipment](https://www.culturecartel.ca/industries/equipment-dealer-marketing-canada) - **Location:** South Africa - **Year:** 2022 ![EGO battery lawnmowers on lit plinths at a Garden of the Future trade show stand](https://www.culturecartel.ca/media/w/f79f2c_8046478a680448b3-640.webp) Services - Advertising - Digital marketing - Trade shows - Brand activations - PR and reputation Practice - [Campaigns & Content](https://www.culturecartel.ca/services#campaigns-and-content) - [Growth](https://www.culturecartel.ca/services#growth) - [Experiences](https://www.culturecartel.ca/live) Live links - [EGO Power+ South Africa](https://www.egopower.co.za) [Start a project like this](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=ego) ## 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](https://www.culturecartel.ca/media/w/f79f2c_58edd604efcf4318-724.webp) 01 / Full EGO and Smith exhibition stand with artificial grass and product displays ![Stand team posing with EGO mowers on the show floor](https://www.culturecartel.ca/media/w/f79f2c_98b63c786b7e4fb6-1024.webp) 02 / Stand team posing with EGO mowers on the show floor ![EGO stand staff in branded shirts beside a battery mower](https://www.culturecartel.ca/media/w/f79f2c_5e5dd70f4e804361-1200.webp) 03 / EGO stand staff in branded shirts beside a battery mower ![EGO Garden of the Future poster presented with Smith at Decorex](https://www.culturecartel.ca/media/w/f79f2c_bc5242a445b747d4-1200.webp) 04 / EGO Garden of the Future poster presented with Smith at Decorex ![Technical line drawing of the EGO exhibition stand build](https://www.culturecartel.ca/media/w/f79f2c_734e2ec7426049ed-1200.webp) 05 / Technical line drawing of the EGO exhibition stand build ![EGO stand render with a Power Beyond Belief grass floor graphic](https://www.culturecartel.ca/media/w/f79f2c_eb0a580628b74764-2000.webp) 06 / EGO stand render with a Power Beyond Belief grass floor graphic ![EGO stand render with timber frame, green wall and mower displays](https://www.culturecartel.ca/media/w/f79f2c_57ab596c1b864a23-1200.webp) 07 / EGO stand render with timber frame, green wall and mower displays ![Overhead render of the EGO stand layout on artificial turf](https://www.culturecartel.ca/media/w/f79f2c_4cd3bdf5515a4641-1200.webp) 08 / Overhead render of the EGO stand layout on artificial turf 09 / EGO Power Beyond Belief logo animation Results described qualitatively. ## Start a project like this. Ideas that travel, made at the speed culture moves. Tell us where you are and where you need to be. [Start a Project](https://www.culturecartel.ca/start?service=campaigns-and-content&ref=ego) [Ask about this project](https://www.culturecartel.ca/lens?mode=ask&ref=ego) Related work - [Smith Power Equipment](https://www.culturecartel.ca/work/smith-power-equipment): 19 brands. 7 categories. 6 countries. One marketing engine. · **19** Global brands in one distribution portfolio · Brand / Power Equipment and Agriculture / Johannesburg / 2019 - [Kubota](https://www.culturecartel.ca/work/kubota): The strategic engine behind a category-leading brand. · **80+** Dealers supported across Southern Africa · Brand / Agriculture and Power Equipment / Johannesburg / 2021 - [Decorex 25](https://www.culturecartel.ca/work/decorex-25): A 25th anniversary turned from milestone into movement. · Live / Events and Design / Johannesburg / 2025 [Next project Decorex 25 A 25th anniversary turned from milestone into movement. Keep scrolling](https://www.culturecartel.ca/work/decorex-25) --- Culture Cartel, 8 The Esplanade, Toronto, ON M5E 0A6. info@culturecartel.ca, +1 647 459 2154. Start a project: https://www.culturecartel.ca/start