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When we cannot afford to have big celebrities to increase the notoriety of our brand, we must take risks. Fortunately, TOWORKFOR is a safety footwear/clothing brand that knows how to minimise the risks.
“TOWORKFOR, Built By AMF Safety Shoes brand, operates in a very competitive market, along with brands of greater notoriety and much higher communication budgets, which forces us to have to make “more noise”, with less investment.
Everything we do has to, necessarily, draw attention. And that’s just as well, because that boldness, that challenger courage, is well present in the DNA of the brand. TOWORKFOR has always been a bold brand in everything – from the design and technology of its products to the innovation in their development and production – but we lacked the ability to communicate and assume this same boldness in an original, good-humoured and, above all, humanised way. To differentiate ourselves from the competition we must act differently, and the fact that no brand effectively uses a language close to the workers in factories, warehouses, workshops, constructions, industries, among others, reinforced that this would be the path to differentiation.
Thus was Born the “RISKY ADVERTISING FOR SAFETY WORKWEAR” Campaign
An admittedly risky campaign that manages to associate three well-known international names (Smith, Wesley and Tom) with the TOWORKFOR brand. By turning them into questions.
The answer to the questions comes via three films on the brand’s digital channels, where an Anne Smith, a Wesley Fowler and a Tom Wilson, all protected in the new TOWORKFOR safety clothing collection, are challenged to do something risky and daring. Or were it not for the brand’s signature “BOLDLY SAFE.” These videos are the starting point for a disruptive, fun and sarcastic campaign that will have a continuation in the tone and language the brand will take on in its product communications (see attachments).
The campaign coincides with the launch of TOWORKFOR’s new website and online shop and follows a communication plan that is more focused on digital, present in Google, Instagram, Facebook and Linkedin Ads, but which will also be integrated with various offline actions, such as the direct marketing action for distributors and dealers, participation in the sector’s biggest trade fairs, presence in specialised media and, as a result of a partnership with Rangel transports, in a truly bold outdoor action on the ride of dozens of trucks that will circulate throughout Europe.”
