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„When internet trolls bet against your product, all you can do is bet on yourself.“

DIRECTOR MARKETING PARKSIDE

PARKSIDE PRESENTS

PARKSIDE PRESENTS

CONTEXT

PARKSIDE is a discount power tool brand sold in Lidl stores across Europe. Our promise is simple: High performance tools at prices far below the competition. But that price comes with a problem. Online, competitors’ fans and trolls call PARKSIDE tools cheap, assuming cheap means weak. Comment sections filled with mockery, questioning whether our tools had any real power.

So instead of arguing back, we did something else. We turned that scepticism into a public wager. What do you reckon a discount drill can pull? We picked the boldest „no way“ comment of the list … and put it to the test.


IDEA

Online trolls kept mocking Parkside – saying our cheap drills were “all talk” and couldn’t possibly deliver real power. Instead of defending ourselves in comment sections, we turned the hate into a public bet: What’s the most outrageous thing a 12V Parkside cordless drill could pull? The internet didn’t hold back. The community raised the stakes – higher and higher—until one challenge became the only answer that mattered: an Airbus A380. So we made it real. One 12V drill. One rope. One 315-ton aircraft. And a live experiment called “THE PULL” – streamed for everyone to see. Because when the whole internet dares you to fail, there’s only one way to respond: prove it live.

Online trolls kept mocking Parkside – saying our cheap drills were “all talk” and couldn’t possibly deliver real power. Instead of defending ourselves in comment sections, we turned the hate into a public bet: What’s the most outrageous thing a 12V Parkside cordless drill could pull? The internet didn’t hold back. The community raised the stakes – higher and higher—until one challenge became the only answer that mattered: an Airbus A380. So we made it real. One 12V drill. One rope. One 315-ton aircraft. And a live experiment called “THE PULL” – streamed for everyone to see. Because when the whole internet dares you to fail, there’s only one way to respond: prove it live.

EXECUTION

We made our protocol public and clear: no cheats, no tricks, no VFX, thanks to Guinness World Records officials on site to make sure everything was done by the book. And during a livestream session broadcasted on YouTube Live in 8 different countries, we made the impossible by showcasing that our drill pulled the plane.


For the first time, an internet troll comment became a Guinness World Records product demo. That proof of power became our strongest asset. It anchored a Europe wide campaign, generated more word of mouth than ever before, and increase our revenue by 91% across the continent.


While the social-first assets were live, we scaled the campaign into a full 360° rollout: a 60″ spot ahead of Tagesschau, high-impact airport DOOH at FRA (Frankfurt), CDG (Paris) and MAD (Madrid), print in daily newspapers, and extensive PR coverage.

MEDIA & PRESS

THE RESULTS

YOUTUBE LIVESTREAM

REVENUE

NEW FOLLOWER

MEDIA IMPRESSIONS

© 2025/2026 // THE PULL