Toolstation, one of the UK’s largest suppliers of tools, accessories and building supplies today launches its new ‘Next Stop, Toolstation’ brand campaign, featuring a series of new TV, radio and social media spots that put its colleagues and tradespeople at the heart of the campaign.
Toolstation colleagues take centre stage in two 30-second videos, ‘Night’ and ‘Moves’, zooming into view behind the self-propelled Toolstation counter to support tradespeople, anticipating their needs and demonstrating how colleagues go above and beyond to help keep the nation running.
Its radio campaign replicates the interaction and relationship its colleagues have with their customers too, with a fast back-and-forth dialogue, focusing on the no fuss, no problem too small service, tradespeople expect from Toolstation.
The new campaign is the first by TBWA/MCR, renowned for their trademark disruptive approach, since they were appointed as Toolstation’s lead creative agency in March this year.
Breaking from the conventions of the sector, the campaign is underpinned by insight that depicts tradespeople as balancing the demands of their jobs, while juggling their responsibilities as entrepreneurs, bosses, partners and parents.
It brings to life just how much Toolstation colleagues go above and beyond to deliver exceptional service to tradespeople, and complements Toolstation’s other offerings that make their lives easier, including its Toolstation Club, its app, its next day delivery service, and click and collect in five minutes, helping to position the brand as a loyal and trusted partner.
The multi-channel campaign premieres across organic and paid social, Sky, YouTube and on TalkSport, Absolute Radio and Fix Radio on 1st May.
The social strategy will see Toolstation’s colleagues placed at the centre of all content with the same wit and personality as seen in the campaign, as the brand looks to build a strong, online community that supports the trades.
John Triner, Director at TBWA\MCR, said: “Tradespeople are the backbone of the nation – they build it and keep it running! Despite being entrepreneurs, grafters and skilled craftsmen, brands tend to dumb down communications or portray them as jokers.
“Through wit (and in some places absurdity!), our new creative demonstrates an understanding of the personal challenges tradespeople face daily and that Toolstation is right behind them.”
Chris Other, Customer Director at Toolstation added: “We wanted to break away from the conventions of the sector and this new campaign shows that we understand tradespeople and what they do like no one else. At the very heart of this sits our superpower – our colleagues and their unrivalled service. This campaign shows the lengths they are willing to go to make sure they deliver exceptional service, in a playful way that we know will resonate with our customers.”
“Over the coming months you can expect to see our colleagues and the Toolstation counter pop up in many unexpected locations as we bring this bold and market-leading campaign to life across our social channels, in earned media and through experiential activity.”
