PlaceMakers is a Kiwi icon for tradies but with massive competition in the market, from consumer-focused brands, they really needed to go back to their roots and connect with the lads and bosses in construction in media they called their own. This is on top of the added pressure for the building sector of the worst recession in 30 years.
Media planning is about touching people in the right way to both elicit emotions of loyalty and to trigger purchase. It was clear that tradies needed help but also wanted a ‘yarn’ with people who got them. They want real world interaction with mates and the stores who service them. In a world of digital communications, sometimes we just need a little analogue love.
Monster Tool sale is an annual event with PlaceMakers.  This year we had half the budget of last year, and our competitors had recognised our regular event and gone early with their sales. With Contagion’s fresh eyes on the business, we decided to change things up. Pulling back on digital and focusing our attention on the real world and our real Kiwi tradies. Campaign components included a range of engaging radio-led initiatives that would connect with our core audience of tradies. We delivered excitement and talkability at 20 PlaceMakers-hosted breakfasts across the country, with 2-hour onsite activations across PlaceMakers stores nationwide. We executed a tool time-trial challenge at each event for the chance to win some amazing prizes from Milwaukee, DeWalt and HIKOKI, extending this to a national leaderboard to keep the conversation going across the month.
Along with the localised Breakfasts, we ran a Boss vs Apprentice radio promo on The Rock, creating further chat amongst the audiences and staying true to our brand pillars of Knowledge and Education. We ran a second promotion across GeorgeFM, a station that does well against our young, upcoming apprentice audiences. Delivering to our Relationship and Growth positioning, our promotion delivered to Apprentice of the Day. Heroing new entrants to the trades and connecting them with PlaceMakers at the start of their journey. We supported the radio with out of home, delivering further prompts throughout the tradie workday. The campaign extended into social, providing additional touch points and opportunity for bragging rights.
We saw awesome engagement from both listeners and tradies. Each stop delivered high energy, great vibes and plenty of action. We had a number of people come and ask if this event could return next year.
The campaign was an outstanding success, not only delivering to campaign sales KPIs, but increasing PlaceMakers brand preference amongst both our industry workers (+4%) and consumers in general (+7%).*
