Husqvarna
If playing it safe is boring, we'll be the most boring of them all.
CHALLENGE
Husqvarna approached us with two broadly different challenges. One being the need for a campaign for their range of safety-wear that focused on innovation and safety. The other, a complete rethinking and redesign of their e-commerce.
Both briefs also turned out to have similar problems. To the untrained eye, which was our entire group just a couple of weeks ago, you might think of all forest-workers as the same. But after a few days of research we were quickly made aware of the differences between loggers and arborists. They weren’t to be lumped together as one target audience. However, for the sake of our campaign, we needed to unite them somehow. Our common denominator turned out to be the need for safety. Both arborists and loggers have risky jobs.
SOLUTION
Our solution? “If playing it safe is boring, we’ll be the most boring of them all.” This insight stemmed from the desire to talk about safety without simply saying “Hey, we’re safe”, it was all about embracing the dullness of safety-talk. The campaign added a layer of self-insight and nerve in an ocean of communicative sameness.
The campaign’s tonality traveled from the awareness-stage into the consideration and do-phases – Husqvarna’s e-commerce. Here we based our solutions on in-depth interviews and user testing. Our solution? Make it as easy as possible to make the right purchase. This included quicker access to the different categories of jackets and trousers, a quick overview of the products' different certifications, images of the products in action on a model and other seemingly small changes that would make a big difference.
RESULT
“If playing it safe is boring, we’ll be the most boring of them all” would let Husqvarna say everything they need to say in a refreshingly honest way – a way no competitor has done. And making the suggested changes to their e-commerce would lead to a far higher conversion rate. In the long run, more arborists and loggers would shop online for their PPE rather than in-store.