Two partners, one mission: Einhell launches partnership with Mercedes-AMG PETRONAS F1 Team with spectacular guerrilla action
It’s the biggest guerrilla campaign that Einhell Germany AG has ever run in the almost 60 years of the company’s history: A specially developed animation was projected onto the facades of buildings on 3 different continents - in Barcelona, London, Melbourne and Montreal – at the same time. The reason? The new partnership between Einhell Germany AG and the Mercedes-AMG PETRONAS F1 Team. Before the Formula 1 season launches in Bahrain March 5, the innovative DIY and garden tool manufacturer from Germany has made a worldwide mark as the “Official Tool Expert” of the Mercedes Team. The guerrilla action is intended to underline its support for the racing team while at the same time getting fans eagerly anticipating what promises to be an exciting and successful season.
Global marketing campaign with the Mercedes-AMG PETRONAS F1 Team
“The partnership brings together two brands that stand for technology expertise. Our success comes especially from our team spirit, our dynamism and a clear, bold goal in mind. This is why the partnership with the Mercedes-AMG PETRONAS F1 Team is the strategic next step for us towards our goal of becoming an international market and technology leader in battery-powered tools for the home and garden,” explains Andreas Kroiss, CEO of Einhell Germany AG.
To mark the first race of the partnership’s season, Einhell made a real mark with its guerrilla action, which saw an animation lasting several minutes beamed onto facades in what is known as projection mapping. What was unique about it was that the campaign was run simultaneously on three continents, taking in four cities. In terms of content, it establishes a link at the start of the season between Einhell, the Mercedes-AMG PETRONAS F1 Team and the 23 racetracks of the 2023 Formula 1 racing season. The video is adapted to the particular building used as the backdrop, with the specialist projector technology allowing this adaptation to be made extremely rapidly so that the video can be started. Einhell’s Power X-Change tools also helped to ensure perfect delivery of the campaign.
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team: “I am very impressed by how creatively Einhell is embarking on this partnership. The campaign underlines their ambitions and professionalism and the mentality of setting challenging goals is a perfect fit for us.”
Batteries on the march
As a leading manufacturer of state of the art tools and garden equipment, Einhell Germany AG can look back on years of almost unparalleled success. The cordless specialist is wowing DIY customers all over the world with its innovative Power X-Change battery platform. Boasting more than 40 subsidiaries, Einhell Germany AG has become a global player with an active presence in over 90 countries. The Power X-Change platform is symbolic of Einhell’s success, and positions the company as the category leader in the cordless tool sector. Einhell was the first company to develop, in Power X-Change, a comprehensive and clearly structured battery platform that is being continually expanded.
Marketing as a driver of success
The partnership with soccer club FC Bayern München as “Official Home & Garden Expert”, which has been in place since 2021, has certainly been one of the critical factors in the company’s success, with Oliver Kahn, CEO of FC Bayern München, even acting as a brand ambassador for Einhell. “Our partnership with FC Bayern and Oliver Kahn as brand ambassador is already delivering significant results in the development of our brand. We are now going full throttle into Formula 1. Our entry into the very elite of the sport underlines our international aspiration to be the leading supplier of cordless technology in the DIY and garden sector. We have great plans for the future and are implementing our strategy step by step,” says CEO Andreas Kroiss.
Cordless excellence even in the Formula 1 pit lane of the racing team
The Power X-Change battery platform from Einhell now covers over 250 tools for the home and garden. As the Formula 1 season launches in Bahrain, Einhell tools will also be found in the racing team’s pit lane. “The team is delighted by the range of our cordless tools and more than happy with the power and endurance of our products,” Andreas Kroiss reports. Toto Wolff, too, thinks it is a convincing partnership: “We are delighted to partner with Einhell. They are consistently setting new standards in their industry with the constant development of their technology. By using Einhell’s battery-powered tools and equipment, we benefit from the latest technology for maximum performance.”
Toto Wolff himself will also play a role as brand ambassador in the future communications of Einhell, including the TV campaign that will be broadcast internationally from May 2023.
As a visible symbol of the partnership, the Einhell logo will feature on the racing car and the clothing of the drivers and Mercedes team from the start of the Formula 1 season in Bahrain.
You can find the highlight clip of the guerilla action HERE.
About Einhell Germany AG
Einhell is a leading manufacturer of state-of-the-art tools and devices for the house and garden and will be celebrating its 60th anniversary in 2024. From its headquarters in Landau/Isar (Bavaria), the internationally successful company has continuously expanded its innovative rechargeable battery platform Power X-Change and is now the market leader in the area of cordless tools and garden devices. For many years Einhell has set new standards in terms of endurance, performance, and safety. Einhell customers appreciate the freedom of cordless operation for all their DIY projects, as well as the excellent value for money that Einhell products represent and the first-class customer service offered by the company.