Stanley Tools UK: Judgement Day - the case for turning communications inside-out

This paper demonstrates the power and effectiveness of advocacy. In 2006, Stanley launched a new product range called Stanley FatMax XL as part of its strategy to win back the affections of professional tradesman after several years of communications inactivity. Without the endorsement of the building sites top professionals the younger or less confident tradesmen would not reappraise or switch tool usage. The solution was to create an integrated channel plan, with experiential activity, inviting professionals to trial the new product against competitors, at its core. This was supported by free product sample bags, discount ‘friend-get-friend’ vouchers, online forums and ambient material, advertising and PR activity. The campaign generated £1.69 per every £1 spent