Bauker’s Ad – Bringing Gaming Into the Real World
The Bauker ad, “Same Feeling Another Mission” uses gamer imagery against the backdrop of lawn care. In a clever move towards capturing a younger demographic for a historically older leaning product.
A History of Brand and Bauker Ad
This company is a new kind of worldwide corporation that manufactures and markets power tools, lawn, garden tools, and accessories. Provides all this for service providers and home repair enthusiasts all over the world. Bauker has grown at an industry-leading rate since its inception in 1994. Employing nearly 4,000 employees in 12 countries to become a true global contender in the power tool market.
Bauker was founded on a pioneering spirit, best-in-class customer service, and a positive desire to impact the world.
The Newest Bauker Ad
Bauker’s “Same Feeling Another Mission” features a shot of a backyard area covered in leaves, with a first-person view of a man aiming a leaf blower in their direction. The entire photo is designed to emulate the “first-person shooter”. The type of display that many gamers have grown up with and are intimately familiar with.
The top right quadrant features a “Points” area showing the score. While the lower-left quadrant features a map area and picture of the leafblower in the style of a gaming gun. The top left corner shows the mission’s “goal,” which is to clean the garden before the party. The ad is capped off by the tagline “Same Feeling Another Mission”. This is positioned at the lower right corner with the Bauker logo directly underneath.
Bauker Ad Strategy
The ad is clearly designed for a younger generation of homeowners, specifically the gaming generation. Which many people in the home improvement industry are trying hard to capture. Bauker’s ad accomplishes this task with ease while maintaining an air of professionalism that shows they know their target market. As well as what they want out of their tools: a gamer-like experience in the real world.
The ad has the feel of a gaming ad without the stigma of a company trying to use gaming culture to sell something. That is doubly impressive considering that there have been so many examples in companies’ past. All using gaming culture to bolster sales for everything from computers and phones to cars and cereal. An example of this would be Nissan’s “Nissan GT-R Black Edition” ad campaign. Which uses gaming imagery with the tagline “For the competitive spirit inside of all GT-R owners”. The ads are as compelling an example of how to do something well, even if it may be played out.
Bauker has clearly succeeded in reaching its audience with this creative ad. The use of a gamer’s first-person perspective is a stroke of genius and dramatically different than the company’s previous offerings. The audience of gamers will undoubtedly be enticed to learn more about Bauker based on this ad alone.
As stated, the audience is the younger Millennial and Zoomer generation. Which is just now entering the homeownership phase of life. Thus having to deal with chores such as lawn care. Therefore, the gamer quotient helps to bring in a younger demographic. While at the same time, doesn’t alienate the older homeowner who still “likes” video games.
The image of the man aiming at a leaf blower is designed to show Bauker’s understanding of this generation. As well as their need for familiarity and “in-game” feelings in their real-world situation. The choice to emulate gaming’s first-person viewpoint helps do just that. As does the use of a map and classic gamer power-ups like “points.”. Bauker is showing that even though they may not be able to capture the essence of what makes playing video games fun in their ad. They’re going to get as close to it as possible by getting the gamer’s mindset on board.
What the Ad Says About Bauker
The ad shows that Bauker is in touch with the emerging demographics of the home owner’s market. Specifically the gamer demographic. While Bauker doesn’t explicitly mention any of their products or brand in the ad. It is clearly a targeted view at gamers who will find this ad endlessly appealing. Which may be compelled to research what Bauker can do in regards to lawn care tools.
By keeping things professional, but with a fun gaming element. Bauker has shown that they understand their audience and have the confidence to deliver on what those audiences want. To say things like “Same Feeling Another Mission” in an ad is often almost asking for criticism from gamers. Still, by keeping it simple and allowing the rest of the ad to speak for itself. Bauker has managed to tap into the seemingly bottomless well of time and money that many gamers have. Bauker’s ad brings gaming into the real world not by forcing a connection or making gamers “uncool”. But by providing an alternative view on how things can be done in a gamer-friendly way.
At first glance, the viewer will instantly recognize the motif this ad is going for. As a gamer’s first-person perspective in video games. However, the viewer will also pick up on the fact that this isn’t just an ad for Bauker. It’s for them as well, with lines like “Same Feeling Another Mission,” which basically implies “Cleaning your yard can be fun.”
By using something as ubiquitous as a first-person shooter display to market their lawn care services. Bauker has also shown that they are aware of gaming culture. As well as how to effectively get it on board with both current trends and a younger audience.
Bauker shows that nothing in the hardware or construction industry is off-limits. Specially when finding new ways of advertising and reaching a younger demographic. By using elements such as the gamer’s first-person view and in-game power-ups. Bauker is able to tap into a younger audience. Who would otherwise be turned off by something as pedestrian as yard work. Overall, it’s an effective ad that shows Bauker has at least one step ahead of many other companies. All trying to capture the emerging demographic of younger homeowners.
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