We’re following up last year’s amazingly successful Direct Response TV (DRTV) marketing campaign for Toolstation, with two more ads for the hardware giant.
The new ads aim to drive sales online and in branches by highlighting the many beneficial uses of the Toolstation catalogue. The director, Michael Wright, said “We used a very straight, traditional presenter style ad, but added a strong twist of humour. So hopefully we’ve delivered all the brand’s core messages, while making the ads engaging and memorable – and showing that Toolstation don’t take themselves too seriously!”
Each of the commercials starts with a customer (an upper class mum in one, a building site foreman in the other) talking direct to camera about all the benefits of shopping with Toolstation. These benefits include their catalogue containing over 11,000 items, their cheap prices and free delivery on orders over £10. The choice of subjects reflects the range and diversity of customers the retailer serves – both homeowners and professional builders, from a variety of backgrounds.
Both ads end with a comedic twist where the stars find an amusing secondary use for their Toolstation catalogue as a motivational tool to encourage others to get on with some work. This neatly feeds into the tagline: “Toolstation – a lot more than tools.”
Watch the ads below:
Nicola Tyler from Happy Hour said: “We just love working with Toolstation. As a challenger brand, they let us have a lot of fun with the tone of the commercials and as a result we’re really doing something different in the sector. That in turn is delivering quantifiable success for Toolstation, which we’re very proud to be a part of.”
One of the UK’s largest suppliers of tools, hardware and accessories, Toolstation have over 160 branches around the country and significant sales online. The trade and DIY supplier has experienced rapid growth since it began trading in 2003 and is now one of the leading brands in its sector. A wholly owned subsidiary of the Travis Perkins plc group since 2011, Toolstation is one of the group’s most successful ventures.
Happy Hour Productions have years of experience developing and running successful DRTV marketing campaigns. We’ve worked with everyone from multi-million pound companies to new start-ups, so if you’re looking for a way to boost your business, get in touch today by email or call us on 0117 929 9797.