2022 Gold B2B

Agency: Havas CX helia

Client: Toolstation

Campaign Name: Witness the Quickness

Campaign Overview

Trade customers are reluctant to embrace change - but Toolstation needed that to happen so they could enjoy a better buying experience through its app.

Strategy

Research identified speed as the key app benefit in customers’ eyes. The best service would succeed, and that was the reason Toolstation wanted to wean its customers from its catalogue to an improved website and app.

The app was intended to provide a superior buying experience and slashed the time it took customers on admin tasks. But these customers were creatures of habit and comms that suggested they change their shopping behaviours were seen as an irritation.

To overcome this the campaign relied on speed. Time is money in the trade world. Tools are needed on-the-go and whatever the ask, it's vital to avoid delays. Because delays mean lost revenue.

The ultimate objective was to get customers to download the app, shop more frequently, and buy more when they did.

Creativity

The campaign featured a bold invitation to ‘Witness the Quickness’ of the Toolstation app with an explosive, movie poster-inspired identity to scream speed: short, sharp copy and high-octane typography. The creative was adaptable to dwell time, channel and a customer's place in the purchase journey, ensuring it hit the right note at every stage.

A critical problem remained: how to market to customers so ad-averse that putting comms in front of them was a near-guarantee of product failure. The solution lay in finding the moments in their purchase journey where the app would resolve a delayed experience.

That meant following the group; shadowing them online and in-store, to pinpoint the key moments when they were held up. The campaign was expanded for new media placements, with a suite of multichannel, contextualised comms that travelled with customers from website to store car park to till queue.

Results

These were owned-channel communications with zero media spend that changed Toolstation customers’ shopping behaviour, and made their working lives quicker, easier and more affordable:

• 87% increase in app downloads
• 255% increase in app orders
• 265% increase in app revenue
• 26% increase in average order value
• Seven-figure incremental revenue
• 5:1 ROI

The Team

Havas CX helia - Carly Martell, Strategy Director - Olivia Honigsbaum, Senior Planner - Dan Owen, Senior Copywriter - Tom Craig, Senior Art Director - Stuart Peddie, Executive Creative Director - Simon Baker, Design Director - Jo Lee, Designer - Charlie Ryder, Business Director - Nick Hurst, Senior Account Director - Ally Everitt, Senior Producer

Toolstation - Greg Richardson, Head of Marketing - Ryan Hill, Head of Digital - Raman Dhaliwal-Janjua, Digital Performance & Strategy Lead - Jordi Baker, Advertising Executive - Scott Beighton, Senior Retail Marketing Manager - Nina Temple-Cox, Head of Business Change - Stuart Mcgrogan, Head of Architecture