The goal: Ramp up excitement around Snap-on’s position as the No. 1 professional tool brand and give customers an entirely new way to connect with the company and its products. How did we do it? We didn’t just hit the road, going coast to coast with an irresistible brand experience that includes hands-on product learning, high-tech interactive displays and family-friendly entertainment. We went further — augmenting the hands-on experience with an animated video series designed to be interruptive, engaging and informative while communicating a compelling brand/product story. Quite the experience.
– Tour lauded by leadership and field sales as key connector to core customers
– 2016 tour drew 189% increase in attendees over 2015
– Videos and aligned interactive displays led to a 50% increase in stay time year-over-year on the tour
– Videos have been used beyond the tour at key Snap-on events as a statement of brand quality and are on display at the Milwaukee manufacturing plant to support associate pride in the tools that are manufactured there
These mobile displays were created to let attendees get their hands on the latest products and to test them on actual automotive parts. The mobility allowed for flexible set-up and easy hauler storage.
Tools of Triumph wasn’t only about how Snap-on tools allow a technician to succeed, but how Snap-on has been present in some of the most triumphant moments in history – generating pride in the brand and giving a sneak-peek into their innovation and ingenuity as a company.
Tour lauded by leadership and field sales as key connector to core customers.
2015 tour drew 17,500 attendees and 192 Franchisees over a 7-month period; 2016 projected to reach over 33,000 attendees.
As one of the rotating walls on the tour, this space was used for highlighting new tools and presenting engaging product stories. The testimonial, coupled with the actual tools, illustrated how Snap-on provides the right tool for any job.
How do you show off a product that is too large and heavy to fit on a mobile tour? You create an almost life-size version of it with CGI. A 90-inch monitor, with touchscreen panel, brought the product to life with animation that made the information engaging and informative.
Lighting up a dark space became easy with a multi-taction table, back-lit displays and animated videos. Various wall-mounted displays highlighted different products by utilizing three components: a static educational graphic, engaging animations and an area to get hands-on with the tool.
The multi-taction table was designed to allow multiple users to interact with it at once. By simply placing a card (each dedicated to a different tool) on the screen, custom content would appear. Animation and videos helped attendees get the full story – and as a bonus, they could take the card with them as a reminder to purchase the specific tool.
Custom racing simulators allowed kids to get in on the action and experience what it was like to be in the driver’s seat. Not to say adults didn’t enjoy it too!
Not much brings people together like competition. Using a real cutaway race car, attendees could test their time as part of the Snap-on pit crew. Each station utilized real tools, and scores were not only displayed on-screen at the event, but also online at the Tools of Triumph website to see who was the fastest in the nation.