Category: Best Consumer Engagement
Advertiser: CRAFTSMAN
Product/Service: CRAFTSMAN
Agency: Y&R CHICAGO
Agency: DIGITAS
Chief Creative Officer: Bob Winter (Y&R Chicago)
Creative Director: Jon Eckman (Y&R Chicago)
Associate Creative Director/Art Director: Richard Fischer (Y&R Chicago)
Associate Creative Director/Writer: Evan Thompson (Y&R Chicago)
Head Of Integrated Production: Brian Smego (Y&R Chicago)
Director Of Innovation: Matt Witt (Y&R Chicago)
Agency Producer: Kara Pierce (Y&R Chicago)
Group Account Director: Kevin Reilly (Y&R Chicago)
Account Director: Kevin Babcock (Y&R Chicago)
Account Supervisor: Priya Bordia (Y&R Chicago)
Editor: Mark Panik (Don't Panik!)
Production Company: (Tool)
Executive Producer: Brian Latt (Tool)
Exec. Producer: Dustin Callif (Tool)
Exec. Producer: Oliver Fuselier (Tool)
Director: Matt Ogens (Tool)
Interactive Director: Grant Skinner (Tool)
Music: (Beta Patrol)
Designer: (Optimus)
Designer: Thomas Nicholas (Y&R Chicago)
Media placement: Print - Hardware Magazines - August 2011
Media placement: Poster - Instore - August 2011
Media placement: Website - Online - August 14, 2011
Media placement: Social Media - Online - August 14, 2011
Media placement: Viral Videos - Youtube, Etc. - Online - August 14, 2011
Media placement: Live Feed - Online - August 2011
Insights, Strategy & the Idea
The objective of SCREW*D was to increase the number of fans on Craftsman’s Facebook page. But more importantly, Craftsman wanted to attract a new, younger generation of handy men and women to the 80 year-old tool brand. We knew that, more than anything else, hardcore tool enthusiasts love to share their tool knowledge with others. So we leveraged Craftsman’s existing online DIY community and their tool know-how to help us essentially build a handyman from scratch.
Creative Execution
There was only one way to truly leverage the advice of tool-savvy DIYers and use it effectively: create a live, reality show where their advice could be received in real-time.
SCREW*D was the first live, interactive show of it’s kind. Where, after finding the most unhandy man possible, we dropped him in 3 very remote locations. Alone. With only a set of Craftsman tools. To get out alive, he relied solely on the tool advice coming in via Twitter, Facebook, and Livestream. All three social media components came together on craftsmanscrewd.com to create a steady-streaming pool of tool advice for our hero. In the end, consumers weren’t just watching the show. They were a part of it; giving our unhandy hero the advice he needed to survive every challenge in real-time.
Results and Effectiveness
The main objective of this campaign was to increase the amount of facebook fans for the 80-year old Craftsman brand. In the 3 and 1/2 months of this project, Craftsman’s facebook fans more than doubled from 350,000 to over 700,000. SCREW*D had over 30,000 viewers tune-in during the live streaming events. With episodes of the show resulting in over 4.5 million online views. We had over 94 million earned media impressions, and YouTube drove nearly 20,000 visits to the Craftsman YouTube page and over 11,000 visits to Craftsman.com, resulting in an increase of 15% in online sales.