B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:15 Page 4
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Category 2:
Sponsored by
Best integrated campaign
Winner: Stanley
Agency: McCann Erickson Campaign: ‘Judgement day’
S
tanley’s FatMax XL range of girls. A competitive element was
professional hand tools was incorporated and builders went head-to-
developed to meet the needs head against each other and battled for
of professional users and demands of building site supremacy.
today's construction methods and The challenges included a tag-team
materials. The campaign was designed demolition of a shed with one of Stanley's
to launch the range and reinvigorate new tools, the Fubar (functional utility
Stanley to tradesmen who had become bar) and ‘impale the nail’ which was a race
disillusioned with both the company to see how fast a six-inch nail could be
and its products. driven into wood.
The campaign was well-received by
Multi-use key trade press and attracted a raft of
Research highlighted that traditional industry awards. The success of the
handtools are used for a wide range event has led to its use being extended
of jobs for which they were never for another year.
designed; screwdrivers used as pry The site visits were promoted by
bars is a typical example. Health posters put up before the day, and on the
and safety, as well as efficiency are day with give-aways such as mugs. Some
affected by such use. Stanley developed durable, and inspiring tradesmen with of the material was translated into Polish
FatMax XL in response to this, combining the innovations in the Stanley brand to cater for the large number of Polish
features and benefits, many of which Altering perceptions that Stanley only builders. To address the target audience
have never before been seen. makes knives and tape, and position XL nationally, ads were placed in a mix of
The campaign was targeted at products as the default choice for national, trade and consumer titles,
tradesmen working on building sites, with purchasers of tools. and on television.
the aim of positioning Stanley as the
brand of choice and increase sales of Fighting spirit Results
FatMax XL products and the rest of the The most significant method of reaching In the context of Stanley Global, the
Stanley range. Further aims included: the audience was via an experiential UK FatMax XL sales accounted for
Creating an opportunity to persuade roadshow that toured building sites 22 per cent of Stanley’s overall European
tradesmen to use the XL range around the UK. Called ‘Judgement day’, growth. UK sales were up 13 per cent on
Raising its profile through advertising, the action took place inside a boxing ring, the previous year, with Stanley the
PR, ambient events and exhibitions erected on-site. The ring came with branded market leader, holding a
Presenting its products as tough and scorecards, a leader board and ring-card 25 per cent market share.
Runner up: Wesleyan
Agency: Promodus Campaign: ‘Wesleyan for lawyers’
W
esleyan Assurance Society Editorial in local press and the
delivers tailored products and Birmingham Law Society’s magazine,
services to meet the personal Bulletin, helped raise awareness, while
and business needs of market sectors advertising was placed in niche publications
such as GPs, hospital doctors, dentists and outdoors. The website focused
and teachers. It was seeking strategic on core needs of each sub-segment,
expansion into further markets and while banners were placed on
research showed that targeting 100,000 regional Law Society websites.
individual lawyers was the next step. Events included a lunch in
the Wesleyan courtyard; corporate
Legally binding hospitality at a Michelin star restaurant;
Wesleyan for Lawyers (WFL) was seminars covering themes such as
created as a unique brand extension partnership protection, holistic Result
with its own brand architecture, colour financial planning and retirement Leads generated were 309 per cent of
and imagery. It was designed to reach planning; and sponsorship deals. target, while total sales amounted to
small legal firms and self-employed Promotions also supported the WFL 193 per cent of target. Brand awareness
lawyers. Promotional literature was launch including £250 cashback on any among the regional audience grew from
produced in line with legal career paths, mortgage campaign and prize draws nothing to 50 per cent in six months.
while targeted lawyers received themed DM to win a luxury weekend in Paris. The National expansion has since accelerated
communications. launch was piloted in the West Midlands. several months ahead of schedule.
B2BM AWARDS 08 – www.b2bm.biz
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