| Title | SOCIAL TOOLS |
| Brand | STANLEY BLACK & DECKER DEUTSCHLAND GMBH |
| Product/Service | Landing Page |
| Category |
A02. Durable Consumer Goods |
|
Entrant
|
DENKWERK Cologne, GERMANY
|
|
Idea Creation
|
DENKWERK Cologne, GERMANY
|
|
Production
|
DENKWERK Cologne, GERMANY
|
Credits
| Alina Schlaier |
denkwerk GmbH |
Creative Director |
| Narciso Arellano Medina |
denkwerk GmbH |
Visiual Designer |
| Benjamin Wolf |
denkwerk GmbH |
Softwaredeveloper |
| Lucia Grompone |
denkwerk GmbH |
Product Designer |
| Nicolai Baumgartner |
denkwerk GmbH |
Project Manager |
| Charlotte Block |
denkwerk GmbH |
Associate UX Director |
| Josefine Leonhardt |
denkwerk GmbH |
UX Designerin |
| Regina Jorde |
denkwerk GmbH |
Editor |
| Christoph Faschian |
hobby.denkwerk GmbH |
Managing Director |
| Florian Schimmer |
hobby.denkwerk GmbH |
Managing Director |
The Campaign
Black&Decker "Social Tools" is potentially the first smart tool cupboard for housing communities and urban neighborhoods. The app makes borrowing or reserving tools, billing and an exchange with the community all possible.
Campaign Success
Essentially, it's a service, a product innovation and a brand campaign in one: The concept was introduced to the community on social channels in the style of a kickstarter campaign. On a
website, fans could "support" the project and stay up-to-date on when the next steps are set to begin.
Describe the success of the promotion with both client and consumer including some quantifiable results
With "Social Tools" we didn’t reinvent the tools for Black&Decker – but maybe the way we will soon use them. Together.
Explain why the method of promotion was most relevant to the product or service
The young urban target group is still very much interested in DIY, but no longer in traditional hardware stores. Therefore, the reintroduction of the brand via social channels and the kickstarter-style mechanic was a relevant way to approach them. And the solution is an activating product for the brand in itself.
People don’t have to own things in order to have them:"Sharing economy" is the key word here and our idea Black&Decker "Social Tools" builds upon this.