The brief...

STIHL Australia briefed SAM to design a series of high impact press advertisements to promote red- hot chainsaw price point. The advertisements were featured in major daily newspapers including the Courier Mail (Queensland), The Daily Telegraph (NSW), The Herald Sun (Victoria), The Sunday Mail (SA) and The West Australian.

Execution...

SAM developed a bold visual well suited to newsprint featuring a chainsaw cutting through timber dollar signs to represent a significant price reduction.

Result...

STIHL Dealers throughout Australia received a tremendous response to the adverts. Within 2 weeks of running the adverts STIHL Australia placed on import order for additional stock.

Footnote...

Press advertising needs to stand out from competitive clutter. At a glance consumers should be able to interpret a promotional offer and