Metabo – a manufacturer of professional electrical equipment – has been around for 80 years, and over a number of decades, this German company has developed into an international group. Metabo Belgium was founded in 1999 and for ten years now has been providing the Belgian market with the versatile range of high-quality electrical equipment and accessories. This tenth birthday was the moment to draw attention to the professional equipment brand. We subsequently took care of the communication for the anniversary party, where the 2011 campaign was announced.

Positive sales effect

Metabo has in its time built up a sound reputation among (semi) professional users, and in order to also convince a new generation of construction professional of its qualities and to anticipate new demands in the construction market, it is nowadays focusing on product innovation more than ever. Metabo hereby demonstrates that is a strong brand that has lost none of its strength and appeal. The brand-building campaign that we elaborated for Metabo Belgium is intended to convey this precise message to professionals. The German manufacturer furthermore shows the distributer network that it has its finger firmly on the pulse. And of course, the campaign does more than just increase brand awareness and source a new audience – it also generates a positive sales effect.

The campaign

The campaign had to convey the message of quality, durability and innovation in a persuasive and original way. The target group – professionals, the more experienced DIY enthusiasts and dealers – had to understand straightaway that Metabo still remains synonymous with high-quality and reliable products. We therefore creatively built further on the existing Metabo slogan “Work. Don’t Play”. Using the motto “Get Serious!”, in 20111 we want to encourage the target group to act like real professionals and use Metabo equipment. According to the concept, other tools are just ‘toys’ that colleagues will make fun of.