A Tough Customer

Nearly a century old, DeWALT is an iconic brand. So when they commissioned Lionhouse to create a launch programme for their Footwear and Workwear range, we knew that high brand awareness was already a given. We just had to get the right message in front of the right people at exactly the right time. Simple really.

Knowing the trade professional market from top to toe, we recommended talkSPORT, the country’s biggest sports only radio station, and crucially, the trades’ radio station of choice.

DeWALT really get their customers. They understand the day to day reality of being on site, the long hours, the difficult working conditions. And so they design their products to make life safer and more comfortable.

It was this real world understanding that provided the initial idea for our campaign – a series of scenarios that identify the daily challenges of our everyday heroes – the roofer, the plumber, the sparks and the brickie.

On talkSPORT from the beginning of November, the campaign stretches through to February. To ensure that DeWALT Workwear and Footwear remain top of mind throughout the campaign period, we’re also delivering a programme of targeted social media activity, supported by SEM and PPC. Whilst, as a final reminder for potential DeWALT customers, we’re taking the campaign in-store to support DeWALT’s growing retail network.