2009 PRO Awards: The Stanley Works Experience

Agency: Gigunda Group, Inc.
Client: Stanley Works

The Stanley name had a good reputation among tools buyers, but few people knew that it also sold a variety of other products, including industrial tools for oil rigs and security systems — one that is even used at the White House.

Research showed that consumer perception of the brand increased when a person became familiar with Stanley’s entire product line, so the company looked for a way to expose consumers to the breadth of products that Stanley offered. They decided to go to the Texas Motor Speedway in Ft. Worth, Texas, for a four-day hands-on presentation.

There were two canopies of events, an exterior and an interior. Under the exterior canopy, a variety of fun events were used to draw people in, including the Tape Measure Challenge and the Nail Driving Challenge. People could also put their entire heads inside a four-foot pipe wrench, used on oil rigs. To encourage volunteerism, a Habitat for Humanity station allowed people to donate their time or money on-site for four Dallas/Ft. Worth families.

Inside the interior canopy was a product demonstration stage that featured competitions such as wire stripping, lock cutting and a fireman using Stanley’s FuBar tool. In the History Hallway, visitors could experience a multi-media presentation of the company’s history of the brands, including graphics, artwork, 3D, audio, video and lighting. At the MAC tools Pit Crew Challenge, visitors went head-to-head in a race to change tires using Stanley’s new energy-recycling MAC air gun.

At the Security Solutions Challenge, attendees could unlock a series of codes to get a prize. And with the Stanley Assembly Technologies iLift, a demonstrator was able to lift a 150-pound cutaway of a Dodge engine with just two fingers.

Overall, the event generated seven times the return on investment that Stanley had expected, while lead generation was 20% higher. On-site, over the road and word-of-mouth impressions reached almost 5 million. Nearly $600,000 of incremental sales was generated from this single event.