Ryobi Redefines the DIY Journey with New ‘Come Equipped’ Platform
Ryobi has launched a new brand platform across Australia and New Zealand (ANZ) titled “Come Equipped,” signaling a significant strategic pivot in how the brand connects with its audience. Moving away from traditional product-led messaging, the new direction focuses on the passion and addictive nature of do-it-yourself (DIY) projects, positioning Ryobi not just as a tool provider, but as a partner throughout the entire making process.
Developed for Techtronic Industries in partnership with the agency Special, the “Come Equipped” platform recognizes a relatable behavioral truth: the tendency for a small, simple project to spiral into a full-scale obsession. This shift moves the conversation from specific product features and benefits toward the emotional drive of the DIY enthusiast.
‘The Gateway’: Visualizing the DIY Obsession
The centerpiece of the campaign is a hero film titled “The Gateway,” which illustrates the trajectory of a DIY novice. The film utilizes a series of wide match cuts to show a character being drawn deeper into the world of making, triggered by the simple act of using a drill. This narrative arc mirrors the real-world experience of many hobbyists who start with a minor task—such as hanging art on a wall—and eventually find themselves following hours of instructional content to build complex projects from scratch.
Ryan Fitzgerald, Executive Creative Director at Special Melbourne, noted that this “hook” is a central part of the DIY experience, where the initial spark of curiosity leads to a deeper commitment to the craft.
Expanding Across the Product Ecosystem
While the “Come Equipped” platform begins with traditional DIY, it is designed to scale across Ryobi’s entire ecosystem. The campaign follows the character’s journey as their obsession expands beyond the workshop into several other categories, including:
- Gardening: Moving from a seed of an idea to a fully planted garden.
- Camping & Outdoors: Turning “pie-in-the-sky” plans into national park adventures.
- Cleaning: Transforming overwhelming messes into masterpieces.
- Home Improvement: Taking projects from a Pinterest board to a completed bathroom renovation.
Kon Romios, Chief Customer Officer at Techtronic Industries, stated that this marks a new chapter for the brand, empowering customers to “come equipped for just about anything” whether they are in the home, in the yard, or on the proceed.
Building ‘Battery-Powered Confidence’
At its core, the platform frames Ryobi’s range of over 300 different tools as more than just hardware. The brand positions these tools as “battery-powered confidence,” intended to help users overcome the invisible barriers and self-doubt that often accompany complex projects. By providing the right tool for every “what if?” scenario, Ryobi aims to provide the shortcut to the confidence required to execute ambitious ideas.
Campaign Rollout and Execution
The “Come Equipped” campaign is an integrated rollout across Australia and New Zealand. The execution spans multiple channels to ensure maximum reach:
- Media: Handled by Rapid Media.
- Production: Led by The Sweetshop and directed by Kate Halpin.
- Channels: The campaign is active via film, digital channels, out-of-home (OOH) advertising, and in-store displays.
- Strategic Pivot: Ryobi is shifting from product-feature messaging to a passion-led brand narrative.
- Target Audience: The campaign targets everyone from absolute novices to 20-year veterans of DIY and gardening.
- Ecosystem Approach: The platform integrates DIY, gardening, camping, and cleaning into one cohesive brand story.
- Creative Focus: The “The Gateway” film uses match cuts to depict the “addictive” nature of DIY.
Frequently Asked Questions
What is the goal of the ‘Come Equipped’ platform?
The goal is to reposition Ryobi as a partner that supports users at every stage of their DIY journey, focusing on the passion and obsession of making rather than just the tools themselves.
Who developed the ‘Come Equipped’ campaign?
The platform was developed for Techtronic Industries by the agency Special, with production led by The Sweetshop and media handled by Rapid Media.
Which regions is this campaign targeting?
The campaign is specifically rolling out across Australia and New Zealand.
Future Outlook
By repositioning itself as a facilitator of confidence and obsession, Ryobi is moving beyond the utility of its hardware. As the “Come Equipped” platform continues to roll out, the brand is likely to further integrate its diverse product categories, reinforcing its position as a comprehensive partner for any home, garden, or outdoor project.
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