DeWalt
Driving it Home.
How Planit injected some red, white, and blue into Big Yellow.
Client Challenge
With DEWALT’s first line of more than 600 American-built tools rolling out factory doors in October 2013, DEWALT needed to figure out how to tell the story of manufacturing coming home to construction professionals and home improvement distributors across America.
Planit's Solution
DEWALT engaged Planit to lead the strategy, creative development, and comprehensive tactical rollout of a “Built in the USA” campaign to retailers, dealers, and professional contractors—ensuring that the message delivered on DEWALT’s well-known “Guaranteed Tough” brand in an entirely new way.
Innovative PR Efforts
Sponsored the Las Vegas Veterans Day parade, garnering local media coverage as well as exposure to more than 40,000 attendees, to drive buzz around the launch of the BIUSA initiative.
VFW Tool Loaning Center Press Conference
Planit coordinated a press conference at the new loaning center, inviting DEWALT executives, well-known area veterans, and local media
Developed Campaign Essence
Established the campaign essence, “Land of the Free, Tools of the Brave,” and created several initiatives supporting this effort including a microsite and a BIUSA video.
Staged A Convention Takeover
Launched the Built in the USA initiative at the 2013 STAFDA convention, which boasted a crowd of over 30,000. The DEWALT NASCAR race car and five-ton vehicle sat at the entrance to the hotel to garner excitement.
Key Insight
It was important to ensure that the campaign focus (Tools of the Brave) worked with the Guaranteed Tough theme without replacing the overall brand messaging.
Key Insight
It was important to ensure that the campaign focus (Tools of the Brave) worked with the Guaranteed Tough theme without replacing the overall brand messaging.
20MM+
PR-generated
Impressions
25k+
Video views
In 5 months
30k
Views
At conference display
