Bosch is relaunching Skil power tools in Australia and New Zealand with a new advertising campaign targeting DIY novices. Skil was once a well-loved brand but despite still being available in Europe, it departed the Australian market for many years. The campaign concept developed by Twenty20 is based on a discovered truth – everyone has a list of jobs they’re always ‘Gunna’ get around to doing, but never do. The campaign theme, ‘Gotta Gunna? Getta Skil’ was delivered via a targeted media campaign featuring a bookcase, wooden fence, mailbox and pet door, across a number of customer touchpoints: outdoor, print and online.
Twenty20 Director Rod Curtis said Bosch acquired Skil in 1996, so the challenge was to position Skil power tools in a way that would not take market share from Bosch. “The idea was to sell Skil as a tool aimed at traditionally non-DIY types, the complete amateurs of the tool world,” he said. “By doing so, Skil could capitalise on the expanding retail hardware market without affecting Bosch sales.”
The ads have been drawing considerable attention at bus and tram stops across Australia and New Zealand, ensuring consumers in both countries embrace the once popular Skil brand again.
The “Gotta Gunna” campaign was developed at Twenty20, Melbourne, by senior art drector Andrew Panozzo, senior copywriter Matt Ellis, creative director Fysh Rutherford, digital media developer Nick Vargheese, business manager Rod Curtis, client business manager Penny Showers, working with Skil marketing communications manager Jessica Deuscher and brand manager Kerry Lewis. Media planner/buyer was Jane Cook at Media Kitchen.