Toolstation Campaign Focuses on the Workers Behind the Counter

TOOLSTATION, the supplier of tools, accessories and building supplies, today launches its new ‘Next Stop, Toolstation’ brand campaign.

The new campaign features a series of new TV, radio and social media spots that put its workers and tradespeople at the heart of the campaign.

Toolstation workers take centre stage in two 30-second videos, zooming into view behind the self-propelled Toolstation counter to support tradespeople, anticipating their needs and demonstrating how workers go above and beyond to help keep the nation running.

Its radio campaign replicates the interaction and relationship its workers 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 campaign is the first by TBWA/MCR since they were appointed as Toolstation’s lead creative agency in March this year.

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.”

New Toolstation Campaign

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.

The multi-channel campaign premieres across organic and paid social media, Sky, YouTube and on TalkSport, Absolute Radio and Fix Radio on 1 May.

The social strategy will see Toolstation’s workers 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.

Chris Other, Customer Director at Toolstation, commented: “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 workers 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 workers 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.”

Watch the two new campaign videos ‘Night’ and ‘Moves’ below.

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