B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 42
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Grand prix
Winner: Stanley
Agency: McCann Erickson Campaign: ‘Judgement day’
S
tanley’s innovative campaign,
‘Judgement day’, has been voted the
best of the best for this year’s B2B
Marketing Awards.
Designed to launch the FatMax XL
range of professional hand tools and
reinvigorate Stanley brands to professional
tradesmen, the campaign combined
entertainment and education in the largest Fighting spirit
experiential marketing campaign to take ‘Judgement day’ challenged builders to
place on UK building sites. show off their skills in a series of
challenges. The competitions used Stanley
Right tool for the job tools and were held in a boxing ring
Research had demonstrated that erected on site. As well as providing the
traditional handtools are often used right macho image, the ring was also the
for a wide range of jobs they were most practical solution to providing 360-
never designed for, such as hammers degree visibility for the audience.
and chisels being used as persuaders Touring building sites, the roadshow was
to move wood into place. Stanley created to combine thrills and action with
examined what its customers needed the need to adhere to health and safety
and developed the FatMax XL regulations. Publicity material was also
accordingly. The range of tools available in Polish to include the large and on television, with PR raising
combines several functions into one number of Polish builders working on site awareness on the radio and in national
tool to ensure maximum efficiency in the UK – and tap into a new market. consumer titles. An estimated 81.5 million
and minimum risk. impressions were achieved.
Proving that the tools are cutting Impact Jeff Ansell, Stanley CEO and global
edge in more ways than one, this The on-site demos were enthusiastically president for product, says, “This is the
campaign went beyond standard received. Their impact was supported by largest and most professional new product
on-site demonstrations. ads in a mix of national and trade titles launch Stanley Europe has ever delivered.”
B2BM AWARDS 08 – www.b2bm.biz
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