Toolstation's 'Helping Hand' drives differentiation and growth

We are impressed with the creativity, professionalism and work rate of the team. With our most recent campaign, the culmination of a brand repositioning project with Happy Hour, the team were able to bring alive the Toolstation brand creatively. The new campaign gives a great visual representation with the introduction of the Toolstation ‘helping hand’ as well as telling our customers about our key messages in a fun engaging way.

John Meaden, Marketing Director, Toolstation

Challenge

In a category with little brand differentiation between competitors (Screwfix / Wickes / Travis Perkins), there was an opportunity to create an ownable position in the market for stand-out and brand awareness.

Insight

“Savvy Grafters” need a brand to rely on for everyday supplies, no matter how big or small, no matter what time of day, or the type of job. Toolstation is the brand that can own the position of “Your best mate for the job”.

Creative Strategy

We created Toolstation’s ‘Helping Hand’ – a powerful and highly adaptable brand device.

The ‘Helping Hand’ played the hero in numerous storylines, resulting in a fully integrated brand and tactical campaign that translated a product into a memorable and versatile brand asset.

Results

Brand tracking results within Y1 of Helping Hand launch:

• +12% increase in awareness of Toolstation
• +7% increase in consideration Toolstation
• +5% increase in choosing Toolstation

With c.22-24% YoY growth beyond Y1.

Thinking of TV advertising for your next campaign? We’d love to hear from you