TOOLSTATION

National Radio Campaign

WHO

Already well-established as one of the UK’s leading suppliers of tools and supplies for trade and DIY, Toolstation has ambitious plans for 2018 and beyond – with significant additions to their branch network and product range.

WHAT

Toolstation briefed us to create a campaign that would clearly and confidently demonstrate their bold approach and also incorporate key features of their brand pillars: their competitive pricing, their speed of service, convenience and quality.

WHY

We created a solution that centres around Hard Fi’s “Hard To Beat” – a song that’s a definite favourite on the Toolstation customer’s playlist and the perfect backdrop to support each and every campaign message. Working with the band’s publishers, we negotiated and licensed the track before producing a faithful note for note re-recording. The track sits perfectly behind the voiceover, giving the commercial a confident swagger right from the first strum of that unmistakable guitar riff. And each line of the script – from the mention of their “300 UK branches” and “Click & Collect in 10 minutes” to their “always low prices” - channels us towards the crescendo of the chorus… When it comes to saving time and money, Toolstation’s “Hard To Beat!”

“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