Radio and the Helping Hand


Emerging as one of the UK’s largest suppliers of tools, accessories and hardware for the trade and DIY markets, Toolstation’s offering is based around delivering quality products rapidly from stock at ‘everyday low prices’. In their first major brand-based campaign the aim was to build increased customer loyalty and market share by cementing Toolstation as being the indispensable “Helping Hand”. 


Having created the overall ‘Helping Hand’ approach to work across TV, Digital and POS, the challenge was to make this concept work in its own right as a Radio Advertising campaign. The client recognised that radio represents a crucial part of the trade and DIYers’ daily media consumption – often at the very time they are using their products – so it was vital that any commercials carried through the Helping Hand theme successfully, but also answered the call to encourage more competitors’ customers to try Toolstation.


We produced a suite of commercials that put the “Helping Hand” at the heart of the tradesmen’s work – in a series of scenarios where they interacted directly with the hand. We felt strongly that ‘The Hand’ shouldn’t have a voice or discernible character – but by using a music bed composed around a rhythmic handclap, and a sonic ‘Toolstation trigger’ to pull each ad together – the radio commercials not only tied in with the existing creative work, but their components could be used more widely to further strengthen the other creative executions.

“Get Carter quickly picked up the nuances our brand and audience at Toolstation, and responded to the brief with a strong pitch. Working to short timescales they delivered a series of well thought out adverts to run alongside the launch of our new brand"

John Meaden

Marketing Director, Toolstation