Support the launch of the newly designed PT338 Stubby Air Impact Wrench into a competitive segment of the power tool market with messaging aimed to disrupt and build on the previously developed “It’s Alive” campaign materials.
The professional automotive tool marketplace is driven by Franchisees working in a mobile sales environment. Space is limited and time spent with each customer is at a premium and must be productive. Our concept was intended to be disruptive and the highlight of every technician customer’s day. Borrowing from stylistic, illustrated "Godzilla" movie materials, the poster clearly communicated the compact design and compelling power of the new tool.
Launch of the new tool was a success. The PT338 was introduced on a rolling, regional basis. We delivered a marketing activation kit to Franchisees that reinforced key selling features of the product for use on the van leading to trial of the product. The takeaway for the technician customer: “Paired with my PT338, I am unstoppable.”