DeWalt know their power tools are the best in the market, but they needed to get them in the hands of the end users. In 2015, MANBRANDS worked with DeWalt to bring to the market the DeWalt Drive 5 campaign, which involved a national roadshow searching the country for the fastest tradie to drive five screws into a piece of wood using a DeWalt drill. The three fastest tradies won a trip to the Moto GP on Phillip Island to play off against each other along with one wildcard entry. The winner was crowned DeWalt’s fastest tradie and awarded with a $20K DeWalt branded Yamaha motorbike. The campaign was hugely successful and attracted a lot of hype. But what if people who wanted to compete couldn’t make it to these events?
MANBRANDS built on the success of previous years by adding a wildcard entry option, which gave people who couldn’t make it to the events the chance to enter in the final round at Phillip Island. Engagement at the events had been strong, but adding the wildcard option was a creative way of engaging a broader market base via social media channels.
Engagement at these events was huge and created a lot of hype around the competition. The optional wildcard entries increased the national database by 1,000 people and the Drive 5 competition has now taken on a life of its own, becoming somewhat of a sub-brand for DeWalt and will be reprised annually.