Town Square go ‘Sports Mowed’ with EGO Z6

News -
Pioneers of 56V ARC Lithium™ battery technology, EGO Power Plus, launch the Z6 Zero Turn Riding Mower in Australia. With it comes a new positioning as ‘the sports car of riding mowers’.

Whilst battery powered outdoor equipment is becoming more popular, there is a perceived limit as to what it can achieve, and it is often relegated to handheld tools or lawn mowers.

The Z6 Zero Turn Riding Mower is EGO’s most ambitious invention to date. Powered by up to six of its industry leading 56V ARC Lithium™ batteries, it can cut up to two acres of lawn without the noise, fuss and fumes of petrol.

As the most expensive riding mower on the market, EGO needed something that would justify its high price point. Taking cues from sports car advertising, the Z6 was positioned as ‘the sports car of riding mowers’. Not only did this allow fresh creative thinking that felt distinct for the category, it also succinctly conveyed the Z6’s power, performance and prestige.

Backed by a fully integrated pre and post launch campaign, EGO was able to capitalise on the Z6’s hype, then land home with a convincing message that championed the product’s prowess.

‘Sports Mowed’ was EGO’s most successful product launch to date, selling out across Australia.

For more ideas driven by tangible results, contact Town Square GM, Alison Ray.