Malmo Case study TOOLPOOL by THE FAN CLUB Malmo

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TOOLPOOL

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Industry Retail, Distribution & Rental companies
Media Case study
Market Sweden
Agency THE FAN CLUB Malmo
Creative Director Christian Barrett
Creative Markus Lindsjö, Gustav Johansson, Martin Ohlsson, Ida Backman
Released May 2013

Awards

Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Shopper Marketing in a Promotional Campaign Silver
Cyber Lions Other Digital Solutions; Branded utility/tool (for digital) Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: MALMÖ JÄRNHANDEL
Product/Service: HARDWARE STORE
Agency: THE FAN CLUB Malmo, SWEDEN
Creative Director: Christian Barrett (The Fan Club)
Account Director: Klas Oskarsson (The Fan Club)
Creative: Markus Lindsjö (The Fan Club)
Creative: Martin Ohlsson (The Fan Club)
Creative: Gustav Johansson (The Fan Club)
Creative: Ida Backman (The Fan Club)
Account Manager: Peter Andersson (The Fan Club)
Account Manager: Rebecka Hjorth (The Fan Club)
Public Relations Director: Ola Obrant Andreasson (The Fan Club)
Digital Developer: Ehsan Pourhadi (The Fan Club)
Final Art: Helena Ivarsson (The Fan Club)
Final Art: Björn Kongslöv (The Fan Club)
Strategist: Ulla-Karin Barrett (The Fan Club)
Intern: Fanny Freimann (The Fan Club)
Describe the brief from the client
Malmö Hardware Store, an inner city business, needed an idea to be able to compete with the giant home improvement chains in the suburbs that are taking over the market. They wanted to attract more customers and increase sales.

Promotion Development

We learned that the store's main earnings come from supplies. Not from expensive power tools that you probably only use once or twice. So, in December 2012 we introduced ToolPool. It works just like a carpool, but with tools. And it's for free. The booking system is built as a Facebook app. Just 'like' the page to become a member, pick the tool you would like to borrow and head down to Malmö Hardware Store and pick it up in person. The only payment required is that you share our message when you have made a reservation.


Results

ToolPool received extensive media coverage in newspapers, online and even on national radio.
During the very first month, ToolPool reached more than 600 users. And the number is growing every day. 8 out of 10 people who borrowed tools also bought supplies in the store. And sales increased by 25%. Since day one, requests for ToolPool to start in other cities keep coming in. That has created great franchise opportunities for Malmö Hardware Store.


Relevancy to Product/Service

We learned that the store's main earnings come from supplies like screws, duct tape, nails and so on. Not from expensive power tools that you probably only use once or twice. At the same time a green/ecological movement is growing stronger and stronger among people living in the cities, often using social media and technology to reach out with their message.