DeWalt XR FLEXVOLT Launch: Revolutionising the Jobsite

Role: Concept, Co-Director, and Digital Creative Director
Agency: Your Favourite Story

Described by DeWalt’s Global Director of Marketing, Ben Richardson, as “the most successful power tool launch in the history of DeWalt,” the XR FLEXVOLT campaign introduced a revolutionary new range of batteries that completely redefined jobsite efficiency. This powerful launch showcased DeWalt’s first fully cordless jobsite, brought to life through a digital-first campaign that leveraged a blend of documentary storytelling, peer credibility, and cutting-edge video content.

The Vision: A Fully Cordless Jobsite

At the heart of the XR FLEXVOLT launch was the concept of a completely cordless jobsite, an ambitious vision that communicated the battery’s groundbreaking potential. The campaign aimed to connect directly with tradespeople who are typically skeptical of endorsements, emphasising the real-world impact of the XR FLEXVOLT range through authentic peer perspectives.

Campaign Execution: Authentic Storytelling and Technological Showcases

• Digital-First Strategy: Our primary outputs included a dedicated website and a series of videos that illustrated the battery’s potential on a “day in the life” basis, following real tradespeople. By capturing each step of their workday—commuting to the job, overcoming challenges, and completing tasks entirely cordless—the films provided tradespeople with relatable, peer-driven insights that reinforced the battery’s capabilities and durability.
• In-Depth Film Series: We developed six documentary-style films that each highlighted a different trade, presenting an authentic perspective of the jobsite. Each film blended realistic, in-the-field footage with technology-focused close-ups, slow-motion captures, and motion graphics, showcasing the battery’s power and reliability. Each film could also be broken down into tool-specific clips, optimised for digital advertising, social media, and email campaigns, allowing for targeted outreach and maximum impact.
• The Jobsite of the Future: To further enhance the product’s appeal, each video was crafted to blend macro-level jobsite context with ‘deep dive’ technology insights. This dual approach highlighted the innovative technology behind XR FLEXVOLT, illustrating how DeWalt was bringing the “jobsite of the future” to life through a cordless, highly efficient experience.

Impact and Reach

The XR FLEXVOLT launch was a resounding success, creating a new standard for digital engagement in the power tool industry. By combining authentic peer reviews with innovative digital content, the campaign effectively reshaped perceptions among tradespeople, positioning XR FLEXVOLT as the go-to choice for cordless power on the jobsite.