New Toys
Tax time is exciting for tradies, because it’s an opportunity to buy new tools. And for tradies, new tools are new toys.
So we used the emotion, language, and visuals usually associated with toys to develop a disruptive and distinctive retail event to sell tools to tradies.
Why’s it in my folio?
It’s a demonstration of how an insight-led concept can enhance the cut-through of a retail sales event though. Plus, it’s a lot of fun to look at.
It’s Tool Time!
We named our retail event Tool Time. It encouraged tradies to release their inner child and revel in the anticipation and excitement that comes with new tools.
Creative That Cuts Through
Our creative had extraordinary cut-through, because it didn’t look like anything else in the category. It was fun, bold, and almost impossible to miss.
A Full-funnel Concept
Every part of the New Toys campaign was integrated, from paid advertising to point of sale. For example, our advertising dinkuses became shelf wobblers!
Scroll-stopping Social
Our social creative was designed to stop the scroll with bold colours, strong typography, and intriguing photographic compositions.
The Main Takeaway
The Tool Time catalogue was both the campaign’s primary sales driver and the centre of the campaign’s universe — all visual and language decisions we made and stress-tested here first, and only then rolled out into the wider campaign.
Sounds Simple
The language of New Toys — particularly its headlines — leant into the childlike writing techniques of alliteration, repetition, and rhyme. This delivered incredible category cut-through, and put a smile on our customers’ faces.
Online-offline Flow
Although the Tool Time catalogue was the primary sales driver of this campaign, all of our digital advertising and communication led to a Tool Time webpage. So, it was built to feel completely connected to the campaign while adhering to UX best practice.
A Sweet Suite
Finally, a suite of eight unique EDMs kept our existing customers engaged. The sending of these started pre-launch, and continued based on activity and purchase history.
The artwork shown above remains the exclusive property of the agency or brand it was created for. Modifications may have been made to align with this portfolio’s presentation style and templates.