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Festool

Breathing new life into PR strategy

Challenge

Festool develops first-class professional cordless, electric and pneumatic tools for professional users with tough demands. The campaign brief was to highlight the work that Festool does to help tradespeople through its dust extraction range and the benefits of using the products. With the tool industry a highly competitive market, we hit upon the strategy of engaging with brand-loyal tradespeople across the building and carpentry trades. Together we’d challenge Festool’s competitors.

Approach

Our approach was based on getting the tools and dust extractors into the hands of key trade influencers through product trails. We researched charity partners to help create a calendar of content to send out as product releases to key trade publications. This approach ensured the content we supplied was suitable for the editors, guaranteeing important coverage that would have a ripple effect through the trade.

Delivery

A big challenge called for a big idea, so we teamed up with the British Lung Foundation to bring the campaign to life. ‘Breathe Easy with Festool’ was born. We organised a breath test – conducted by nurses from the foundation – at the carpentry trade’s biggest show. The objective was to establish how tradespeople’s lungs are affected by dust when not using specialist equipment. Not only did we gain traction in the media, but we organised referrals for the worst cases so they could go and see their doctor.

We generated testimonials to take the campaign to core titles such as Professional Builder – a traditional area of dominance for competitors. And we took every tactical opportunity to ensure that key story opportunities were picked up to maintain coverage and momentum for the client.

Outcome

After a highly successful campaign, Mobas is now confirmed as the retained strategic PR agency for Festool. The relationship continues to flourish as we gear up to execute further campaigns across the product range.

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