The Demonstrative Sears Craftsman 'Trust in Your Hands' Ad Campaign
Katie Cordrey — June 26, 2010 — Marketing
References: photos.prnewswire & mediapost
To promote its Craftsman brand, Sears’ new billboard campaign, “Trust in Your Hands,” features a huge hand wielding a Craftsman wrench. Sears hopes that do-it-yourselfers will not only trust in their hands, but use Craftsman tools to get things done.
The promotion doesn’t end with billboards. Sears is using Twitter to crowdsource interpretations of the “Trust in Your Hands” slogan. Fans can create their own billboards or submit a photo of a Craftsman tool in an extreme or unlikely location; 10 winners will get a Craftsman C3 tool package valued at $750 each.
The promotion doesn’t end with billboards. Sears is using Twitter to crowdsource interpretations of the “Trust in Your Hands” slogan. Fans can create their own billboards or submit a photo of a Craftsman tool in an extreme or unlikely location; 10 winners will get a Craftsman C3 tool package valued at $750 each.
Trend Themes
1. Trust-inspired Advertising - Using larger-than-life displays to visually represent trustworthiness of products and services.
2. Crowdsourced Promotion - Inviting consumers to participate in promotional campaigns for increased brand engagement and loyalty.
3. Extreme Product Placement - Placing products in unconventional or extreme locations for increased visibility and attention.
Industry Implications
1. Retail - Retail brands can use trust-based advertising to improve brand image and appeal to do-it-yourself consumers.
2. Advertising and Marketing - Companies can use crowdsourced promotion as a way to encourage consumer participation and create brand advocates.
3. Product Placement - Product placement can be used in unconventional or extreme locations to create buzz and increase visibility of products.
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