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Positec Group, based in Charlotte, NC, owns the WORX lawn and garden equipment and Rockwell power tools brands. The company has been named “Innovator of The Year” by major retailer Lowe’s. In 2014 Positec partnered with GoCo to launch its reinvention of the “classic” wheelbarrow, the Aerocart.

Brand Action DRTV units: 28:30, 2min, 1min, 30sec & 15sec

Challenge

Positec needed a winning plan for DRTV that also built its retail business. GoCo was asked to deliver strategy along with difference-making editorial and design.

Solution

GoCo’s editorial plan including super high-end 3D product animations that showcased the product’s quality while telling a series of persuasive problem/solution stories. The show made it clear to viewers that calling the Aerocart a wheelbarrow is like calling a Swiss Army Knife a blade. The flexible design and endless uses for the product captured viewers’ imaginations and drove them to action.

Results

The product launched via DRTV and sold out during its initial run on TV, web and at retail. In addition to achieving success at Lowe’s, the client secured a deal to further drive sales through The Home Depot.

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