‘Do-it-yourself for everyone’ is the new claim of multi-tool brand Dremel in a brand new international campaign. Accenture Song Netherlands created this new brand idea for Dremel, one of the world’s largest DIY brands. Simple tools are familiar to many and can be found in countless work sheds, garages and kitchen cabinets. Except for the youth. Due to lack of knowledge and experience, they often prefer to ask a professional for help. Or they choose to buy broken ones instead of fixing them. A shame, says Dremel. There’s a do-it-yourselfer in all of us.
That’s why Accenture Song Netherlands started developing a new international brand idea for Dremel. “We brought in a new spokesperson: the ‘inner DIYer’. It’s an exciting (and a bit noisy) role that seems to encourage you to start yourself. While others focus on the seasoned craftsman with facts and figures, Dremel shows that they understand their target group and promote DIY among young people,” says Accenture Song’s Gijs de Bruijn.
So the new spokeswoman needs to lower the bar for young people to start DIY. It’s beyond a fun and recognizable gimmick. For example, different types of videos are added to a campaign with helpful tips. “We don’t tell them it’s too easy to get started, we teach them how to do it,” explains Dremel’s Gul Altundak.
The inner-DIY’er is brought to life in various online and social videos, posts and banners, and Dremel’s content platforms. The campaign will go live in the Netherlands, United Kingdom, France and Germany. A second campaign will follow later this year to further build brand awareness among the youth.
Client: Gul Altundak and Tessa van Nunen
Strategy: Gijs de Bruyne and Eric de Ruiter
Created by: Leo Van Os, Nick Moss and Desmond Lizon
Creative Director: Paul Waters
Account: Sami-Jo Heydra and Lisa Bean
Directed by: John Boone
DOP: Piet Deyaert
Media: Eva Schoon and Michael Swama
VFX: Composition
Produced by: Studio Selden
This article is a submission and is not the responsibility of the authors.
