Hilti · campaign
Hilti Nuron Launch
Services
Campaign Development
Social Media
Content Creation
Asset Production
The Challenge
Hilti was launching its biggest platform expansion in years: the Nuron 22V cordless system. More than 60 heavy-duty tools, all running on one battery platform. The engineering was impressive, but engineering alone doesn't move product. The work was to make Nuron feel like a revolution on the job site, not a spec sheet in a catalog.
The Strategy
Lead with what Nuron changes on the job site, not what it is. One battery system across every tool means fewer batteries to manage, fewer chargers to haul, and less downtime between tasks. The campaign was built around job-site reality and the daily friction Nuron eliminates, not product photography and feature lists.
Stage 1 — Platform Development
Campaign strategy, messaging hierarchy, and creative platform developed around the Nuron's core promise: one battery system across the entire job site. We built a tiered messaging framework that worked at every level, from a six-second bumper to a full product demo, so the story could scale across formats without losing coherence.
Stage 2 — Production
Content, video, and social assets produced in-house. We also delivered outdoor ads, spectacular billboards, event designs for World of Concrete, digital display, email campaigns, and Spotify audio ads. All built to speak directly to construction professionals who evaluate tools by how they perform under pressure, not how they look in an ad.
Stage 3 — Launch
Campaign deployed across social and digital channels to coincide with the Nuron platform rollout. Event activations at World of Concrete put the tools in the hands of the target audience. Paid media targeted decision-makers and fleet managers who control purchasing for entire crews.
Outcomes
Hilti's Nuron platform launched as one of the most significant cordless expansions in the construction tools category. The campaign gave the product a story professionals could repeat to their crews and their bosses. When a tradesperson can explain why they need a tool in one sentence, the marketing worked.
More Work
