THE TOOL MEN - Brought to you by Teleshopping
CONTEXT
To celebrate the 20th anniversary of its program broadcasted on TF1,Teleshopping wanted to create a campaign that would raise awareness of the brand to a younger audience and freshen up its image.
OBJECTIVES
Launch an integrated campaign to :

- Generate conversations and create buzz
- Generate traffic on the Teleshopping website
CAMPAIGN IMPLEMENTATION
PR
An offline PR campaign announced the launch of the campaign towards influential medias.
Journalists received an unopenable jar of pickle along with the instruction manual of the Opener Man inviting them to learn more about the new Tool Men collection.
2 VIRALS FILMS
Two viral films, presenting two different models of the Tool Men collection, alarman and the searchman
 
 
     
Film 1 "Alarman" Film 2 "Handbag Searchman"


A WEBSITE
 
You can see it here : http://www.leshommesobjets.fr
A website where visitors can experience the Tool Men collection through various categories : films, consumer insights, and “customize your own tool man”.
   
BANNERS
Banners and video banners were displayed to create traffic on a dedicated website www.leshommesobjets.fr
 
 
 
A STREET ACTION
A Tool Men truck toured eight major French cities to advertise the Tool Men to the public and let them experience their unique services.
 
A RETAIL ANIMATION
The Tool Men were also on display in the Teleshopping stores throughout France for demonstration.
 
RESULTS
1 millions visitors on the website
160 000 subscribers for the game
60 000 tool man created by visitors
 
ONLINE BUZZ
Online buzz went up quickly: the virals were soon picked up by blogs and influential websites.
                 
                 
MEDIAS
The buzz was amplified by offline reviews in main medias including major TV shows (such as Canal +, le Grand Journal) and national newspapers.