Description
AGENCY: IDN Netherlands
CLIENT NAME: Stanley (brand: Stanley FatMax Powertools and lasers)
BRIEF
PLEASE REFER TO URL:
http://vandenbusken.nl/cases/bouwjeweg.html
The campaign “Saw your way to Barcelona” in 2015 by vandenbusken has been a great success for Stanley. The heart of the campaign was an interactive online game, especially designed for professionals in the construction world.
Due to the success, Stanley asked us to repeat the campaign, but expend the scope to cover the entire range of products, from saws to the FatMax Powertools and lasers. Their most importantly aim: Stanley wanted to double the amount of contestants within the target group!
STRATEGY
For us, the only way to really understand the target audience was by talking to them. After doing a thorough qualitative research we felt like we learned so much about them. Who thought that radio would be their main channel? And –we know, hard to believe-: they love Dutch music! Of course they are on social media as well, but only on certain times of day. Makes sense, they need to keep their hands free to use the Stanley tools.
We’ve put the results of our research into a touch-point strategy, taking the time of day, mind-set and location of the professionals in the construction world into account. Are they likely to be in their van on their way to a job? Having a lunch break with their co-workers? Or are they feeling tired and looking at the mail work?
RESULTS
Stanley more than doubled the amount of participants. 1.120 professionals in the construction world participated in the online quiz. Considering the specific target group in the Netherlands, this has a big impact.
CAMPAIGN ELEMENTS
– Online quiz game
– Radio (in-program and spot)
– Direct mail
– EDM
– Social Media (Facebook Campaign)
– Point of Sale material for the STANLEY-dealers
PLEASE REFER TO URL:
http://vandenbusken.nl/cases/bouwjeweg.html