Stanley is a world leader in the design, development and delivery of hand tools and tools storage products. The FatMax XL range of innovative professional hand tools was developed in response to the need of professional users and the demands of today’s construction methods and materials. The campaign was designed to launch the new range of tools and reinvigorate Stanley brands to professional tradesmen who had become disillusioned with both the company and its products
Research conducted with professional users shows that traditional hand tools were
often used for a wide range of jobs for which they were never designed. Health and safety and efficiency were both subsequently affected by such eclectic use of tools. Having listened to their customers, Stanley combined features and benefits to develop FatMax XL range.
The campaign was aimed at professional tradesmen working either on a building site or self-employed, and who have a professional reputation to maintain.
The broad business objectives were to position Stanley as the brand of choice for professional tradesmen, and to increase sales of FatMax XL products and by association the rest of the company’s range. Specific objectives were to:
- Build on the successful launch by creating the opportunity to get professional tradesmen using the XL range.
- Raise the profile of the XL range through a mix of advertising, PR, ambient events and exhibitions.
- Present XL products as tough and durable and get professional tradesmen excited about the product innovations in the Stanley brand.
- Alter perceptions among professional tradesmen that Stanley only made knives and tape and position XL products as the default choice for purchases of tools.
The most significant method of reaching the target audience was via an experiential marketing campaign which acted as a roadshow and toured building sites around the country. Judgement Day’ was the largest experiential marketing campaign to take place on UK building sites.
Rather than merely describe FatMax XL’s innovative features, Judgement Day was designed to demonstrate the tools’ superiority at an event which was both entertaining and memorable.
The action took place inside a boxing ring, which was erected at participating building sites. The ring came complete with scorecards, a leader board and ring-card girls, designed to demonstrate to professional users that Stanley tools are the best. To create interest and enthusiasm, a competitive element was incorporated. Builders could demonstrate their skills by going head-to-head against each other and battle for building site supremacy.
The competitive challenges were designed to run through the course of the one-day site visit. They included a tag team demolition of a shed with one of Stanley’s most innovative new tools, the Fubar (functional utility bar) and, impale the nail’, which was a race against the clock to see how fast a six inch nail can be driven into wood.
The campaign was well-received by the key trade press and attracted industry awards. The success of the Judgement Day on-site event led to it being extended for another year. Barry, site manager in Bristol, attended one of the Judgement Days and commented, “I’d promote Stanley tools more now. They’ve shown that they’re working with the industry and the tools are a lot more heavy duty.”
The site visits were promoted by posters put up before the day, and supported on the day with give-aways such as mugs and locker stickers. Some of the ambient material was also translated into Polish to cater for the large number of Polish builders currently working on site.
To address the target audience nationally, advertisements were placed in a mix of national, trade and consumer titles, and on television. The tools were promoted on the radio via Talksport and posters were placed at key venues, events and exhibitions.
In the context of Stanley Global, the UK FatMax XL sales accounted for 22 per cent of Stanley’s overall European growth. The UK sales were up 13 per cent on the previous year, with Stanley the branded market leader taking a 25 per cent market share.
Jeff Ansell, Stanley CEO and global president for Product, says, “This is the largest and most professional new product launch Stanley Europe has ever delivered. McCanns were always on brief, understanding our strategy and adding value to all elements of the launch.”
