EGO POWER+ SPARKS LAWN ENVY ACROSS ANZ

EGO Power+ has unveiled its first integrated brand campaign for Australia and New Zealand, created by Melbourne independent agency Town Square. Centred on ‘lawn envy’, the work reframes outdoor power equipment as the secret behind the yard everyone wants, rolling out across DOOH, radio, social, digital and SVOD channels.

EGO Power+ has launched its debut integrated brand campaign for Australia and New Zealand, positioning the outdoor power equipment brand as the hidden force behind the lawns that turn heads. Developed by Melbourne independent agency Town Square, the campaign builds on EGO’s global positioning, ‘Power Beyond Belief’, while giving it a distinctly local expression designed to resonate with homeowners and professionals across the region.  

The creative platform is anchored in the insight that mowing the lawn is far more than a household chore for many Australians and New Zealanders. Research revealed that the pride and passion invested in yard work runs deep, with most respondents unwilling to accept a hypothetical deal to never mow again if their garden remained unchanged. This finding reframed EGO’s role from a practical equipment choice to an enabler of the aspirational yard – the one neighbours notice, admire and envy.  

Town Square’s campaign captures the familiar suburban ritual of peering over the fence to check out a neighbour’s lawn. Rather than leaning into exaggerated humour, the work is grounded in recognisable behaviour, with the sub-line ‘For the Yard You’ve Always Wanted’ reinforcing the envy message from both perspectives – the proud EGO user and the curious neighbour.  

Peter Crawford, art director at Town Square, explained: “We wanted to reframe ‘power’, which has traditionally been centred around performance, and move the conversation somewhere more emotional and relevant to why people actually care about their yards. For the EGO Power+ user, power is the ability to create the yard you’ve always wanted, and when the result is good, it creates a little lawn envy over the fence. That gave us a simple, relatable idea that can stretch well beyond a single campaign.”  

Jason Ellis, head of marketing at Chervon Group, owners of EGO Power+, added: “EGO has always been about delivering power beyond belief, but this campaign gives that positioning a distinctly local expression. Town Square has captured something very Australasian about the pride people take in their yards, and turned it into a platform that makes EGO feel relevant, desirable and easy to choose.”  

Rolling out across Australia and New Zealand, the campaign spans digital out-of-home, radio, social, streaming video-on-demand and other digital channels. By tapping into the emotional reward of lawn care and the subtle social dynamics of neighbourhood pride, EGO Power+ is positioning itself as the premium alternative for those who want more than just functional equipment – they want the yard that everyone envies.